Perceived naturalness predicts public support for sustainable protein technology

The widespread demand for animal-sourced foods poses challenges in addressing climate change due to their significant greenhouse gas emissions. Alternative proteins like cultured meat show promise with lower greenhouse gas emissions, but have faced public resistance, posing substantial barriers to their broad development and adoption. This paper reports a survey that examined the perceived naturalness of protein sources as an important factor that predicts perceived risks, benefits, and support for consumption. A diverse sample from the United States considered six different protein technologies, including three newer alternative proteins such as cultured meat and three more conventional proteins. Newer alternative proteins were perceived as less natural and were less supported than conventional proteins. Additionally, the more participants perceived protein sources as natural, the less risky and more beneficial they perceived them to be, contributing to their support. These results suggest that perceived naturalness, and associated risks and benefits, could be an important factor in shaping public support for or opposition to new proteins. These findings have theoretical and broader implications for the development and adoption of sustainability technologies.