The global challenge of feeding a projected population of 9.7 billion by 2050 demands significant increases in food production. Traditional meat production contributes heavily to environmental degradation, including CO₂ emissions, land depletion, and intensive resource use. As a sustainable alternative, lab-grown meat has emerged as a potential solution aligned with Sustainable Development Goal 12. While technological progress continues, limited research exists on consumer perceptions, particularly regarding the balance between environmental benefits and perceived risks. This study investigates the determinants of Italian consumers’ purchase intentions for lab-grown meat, proposing a model grounded in the Theory of Reasoned Action and enriched with variables addressing environmental sustainability perceptions and risk concerns. Data were collected in January 2024 from a sample of 167 Italian respondents through an online questionnaire. Given that lab-grown meat is not yet commercialized in Italy, participants were asked to imagine its availability. The results highlight that perceived environmental benefits significantly influence consumer attitudes, which in turn drive purchase intentions. Conversely, perceived risks — especially health and safety concerns linked to the product’s technological nature — negatively affect attitudes. Interestingly, subjective norms (influence from friends, family and society) did not significantly impact purchase intentions, suggesting cultural resistance in Italy’s strong gastronomic context. These findings offer valuable insights for both policymakers and businesses, underlining the need for transparent communication and effective education strategies to support consumer acceptance of food innovations and to promote sustainable dietary transitions in future food systems.
