Around 500 men and women aged 18 and over from Germany took part in the study. One result is that only 32% of the respondents had heard of in vitro meat before. After clarification and description of an in vitro burger, 65% of the respondents said they would try the burger. After all, 50% could imagine buying it and 47% even agreed that they would eat such a burger more often instead of conventional meat.

The researchers also investigated by which nutritional psychological factors acceptance is individually influenced and how one can explain the willingness to consume in vitro meat. According to this, a positive attitude and great perceived pressure from important caregivers to consume an in vitro burger would have a high influence on the participants' willingness to consume. The strongest barrier - both for potential consumption and for attitudes - was the fear of new food production processes.

The study „Acceptance of Cultured Meat in Germany - Application of an Extended Theory of Planned Behaviour“ is published in the journal Foods.