When norms meet innovation: how pro-social, self-interest, and normative motives shape lab-grown meat acceptance in restaurants

This study investigates how pro-social, self-interest, and normative motives shape restaurant customers’ behavioral intentions toward lab-grown meat by integrating the norm activation theory (NAT) and the theory of reasoned action (TRA). While prior research has explored behavioral intentions for novel meat products, lab-grown meat remains underexamined. A mixed-methods design was employed, combining qualitative interviews and quantitative survey data. Exploratory and confirmatory factor analyses confirmed four key constructs: social benefits, social risks, personal benefits, and personal risks. Structural equation modeling (SEM) revealed that social benefits enhance problem awareness and ascribed responsibility, while personal benefits strengthen attitudes and personal risks weaken them. Complementing this, fuzzy-set qualitative comparative analysis (fsQCA) demonstrated how these motives interact to drive consumption and word-of-mouth intentions. By integrating NAT and TRA, this study offers a novel theoretical lens and provides actionable insights for policymakers and marketers to address consumer concerns and encourage lab-grown meat adoption.