A Qualitative Exploration of the Perceptions of Cellular Grown Meat and Seafood with Virginia Tech Students

Abstract

The emergence of cultivated meat and seafood has the potential to transform the food science industry, particularly in the context of shifting consumption patterns influenced by health, ethical, and environmental concerns. This qualitative study explored the socio-ethical factors that shape college students' perceptions of cultivated meat, utilizing Social Cognitive Theory (SCT) to examine how cognitive processes shape social interaction and how environmental factors influence behavior. Semi-structured interviews were conducted with Virginia Tech students from the College of Agriculture and Life Sciences, Natural Resources and Environment, and Science. Findings revealed a dominant preference for traditional meat, shaped by sensory expectations, cultural traditions, and distrust of unfamiliar technology. Limited exposure, lack of trusted role models, and unclear information reduced students' confidence and outcome expectations. Despite this, many expressed conditional openness, highlighting the importance of transparent communication, institutional trust, and social modeling. The study recommends targeted education, clear labeling, and visible endorsement by trusted figures to improve acceptance. These insights can inform marketing, policy, and educational strategies aimed at fostering sustainable food choices.