Meat your feelings: Psychographics and intended behaviors explain emotions toward cell-cultivated meat label terms across consumer clusters in the U.S.A

Unclear labeling of cell-cultivated meat (CCM) in the U.S.A. creates significant challenges for consumer decision-making. While prior studies have examined consumer traits related to CCM product acceptance, the relationship between emotions towards labels and product acceptance remains unexplored. To address this gap, an EmoSemio questionnaire was administered to 893 participants across the U.S.A. We hypothesize product acceptance is driven by emotions towards how CCM products are labeled, which are informed by consumer attitudes and beliefs. Using untargeted hierarchical clustering, consumers were segmented based on emotional responses to seven CCM label terms and ‘meat’. We then analyzed psychographic, demographic, and CCM product perception across clusters. Three emotional clusters emerged, demonstrating significant differences in intended behaviors toward CCM products, with the Optimistic Enthusiasts being most and the Apprehensive Critics least willing to try (p < 0.05). Based on psychographics, significant differences between clusters (p < 0.05) characterized Apprehensive Critics based on highest Food Technology Neophobia and Disgust Sensitivity ratings, with the lowest ratings in Anticipated Food Scarcity in comparison to the other two clusters. Structural Equation Modeling (SEM) revealed attitudes shaping emotions towards label terms, but the impact of emotions on perceptions was dependent on the label term. Outcomes from this study highlight differences in psychographics and intended behaviors that explain emotions towards different CCM label terms.