Table 3.
Word associations given by participants after learning about cultured meat.
| Category | No. of words | Percentage | Example words |
|---|---|---|---|
| Artificial | 73 | 15.2 | Fake, unnatural, artificial |
| Science | 54 | 11.3 | Scientific, laboratory, chemicals |
| Positive | 50 | 10.4 | Good, awesome, super |
| Natural | 40 | 8.3 | Natural, no hormones, unprocessed |
| Unusual | 35 | 7.3 | Weird, strange, different |
| Food | 27 | 5.6 | Beef, calories, steak |
| Healthy | 26 | 5.4 | Fat-free, healthy, good for health |
| Clean | 25 | 5.2 | Sterilized, washed, soap |
| Disgust | 24 | 5.0 | Disgusting, yuck, gross |
| Other | 18 | 3.8 | Options, jars, grown |
| Taste | 16 | 3.3 | Tasty, bland, delicious |
| Food technology | 14 | 2.9 | GMOs, cultured meat, laboratory meat |
| Interesting | 12 | 2.5 | Interesting, intriguing |
| Animals | 10 | 2.1 | Chicken, fish, pig |
| Ethical | 10 | 2.1 | Ethical, cruelty-free, humane |
| Fear | 10 | 2.1 | Unsafe, danger, creepy |
| Negative | 9 | 1.9 | Abomination, dystopia, never |
| Safety | 7 | 1.5 | Safe, safety, passes regulation |
| Uncertainty | 7 | 1.5 | Confusing, why, unobtainable |
| Environment | 5 | 1.0 | Sustainable, biofriendly, green |
| Special diet | 5 | 1.0 | Vegetarian, Halal, Kosher |
| Cost | 3 | 0.6 | Expensive, pricey, cost |
| Total | 480 | 100 |