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RESEARCH ARTICLE

Perceived Behavioural Control and Animal-Welfare Ethics Predict Cultured-Meat Acceptance in INDIA: An Extended Theory of Planned Behaviour Analysis.

Survey data from 255 English-speaking Indian consumers found perceived control had the strongest direct link to willingness to try cultured meat. Researchers used structural equation modelling to test an extended Theory of Planned Behaviour and check shared-method bias. The model explained 69.9% of variation in intention. Attitudes and social pressure also mattered, though the latter weakened after the bias check. Animal-welfare concern improved attitudes, while disgust reduced them. Unnaturalness, health worries and diet had no significant effects. The evidence makes feasibility and animal ethics more relevant to acceptance than naturalness.

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