Unfamiliar familiarity: A scoping review on the role of familiarity in consumer acceptance of cultivated meat

The potential introduction of cultivated meat products to the market, framed as sustainable alternative to conventional animal-source foods, underscores the need to examine psychological barriers and predisposing factors influencing consumer acceptance. Familiarity is often considered a facilitating factor, based on the premise that higher familiarity with cultivated meat is associated with greater acceptance. However, evidence remains contradictory and poorly integrated. This review examines and organizes the literature on familiarity with cultivated meat and its influence on consumer acceptance. A scoping review of peer-reviewed and grey literature was conducted on June 7, 2024, following PRISMA-ScR and Joanna Briggs Institute guidelines. Comprehensive searches across Scopus, Web of Science, PubMed, and PsycInfo included no restrictions on participant type, geographic location, social and cultural contexts, language, or publication time. 63 articles were analyzed to examine (i) definitions of familiarity, (ii) methodologies measuring familiarity with cultivated meat, and (iii) evidence regarding its influence on consumer acceptance of cultivated meat. Results indicate that current research on familiarity is largely based on non-representative samples, with data recency limitations, and inconsistent operationalization. Familiarity is often conflated with the related yet distinct constructs of awareness and knowledge, revealing a lack of clarity in literature. The review also identified various approaches for assessing familiarity, all lacking psychometric rigor, hindering replicability and comparability of findings. This review highlights the need for further research to clarify the theoretical and operational definition of familiarity and its role in consumer acceptance of cultivated meat.