How much do opinions regarding cultivated meat vary within the same country? The cases of São Paulo and Salvador, Brazil.

The problems related to conventional meat production have been widely discussed globally and alternative proteins emerge as more sustainable and ethical options. Thus, understanding the intention to consume cultivated meat is key. This work aimed to study the intention to consume cultivated meat by residents of São Paulo and Salvador, Brazil, studying demographic differences. An online questionnaire comprising 17 multiple-choice and open-ended questions about opinions on conventional and cultivated meat was administered. The results were analyzed using quantitative methods, including binary logistic regression and ordinal regression models, as well as the qualitative Collective Subject Discourse methodology. With 809 participants, 419 (51.8%) from São Paulo and 390 (48.2%) from Salvador, 265 (32.8%, of which 170 (64.2%) from São Paulo and 95 (35.8%) from Salvador) respondents stated they would eat cultivated meat. Residents of São Paulo demonstrated higher familiarity with cultivated meat (187 (44.6%) had heard of it compared to 123 (31.5%) in Salvador). Such disparity in awareness seems coherent with differences in access to information and educational levels. Our results suggest that the acceptance of cultivated meat varies significantly across different regions of Brazil, likely related to the country's continental size, uneven economic and educational status and rich cultural diversity. We conclude that the acceptance of cultivated meat correlates with knowledge about it and that efforts to raise such knowledge require the consideration of cultural and socioeconomic aspects on a regional rather than national level, especially for geographically big and culturally diverse countries. Continued research is essential due to dynamics of acceptance and its entanglement with familiarity and knowledge regarding cultivated meat.