Are Malaysians ready for the future of food? Exploring intentions to embrace cultured meat

With growing global concerns about food security, environmental sustainability, and industrial farming ethics, cultured meat (CM) presents a potential solution. However, consumer acceptance remains a critical challenge. This study explored Malaysian consumers' perceptions of CM as a sustainable alternative to conventional animal protein. Using a transcendental phenomenological approach, nine in-depth interviews with diverse Malaysian consumers identified key motivations and barriers to CM consumption. Thematic analysis revealed four major themes: personal motivations, concerns, community-level opportunities, and societal challenges. While participants expressed curiosity and acknowledged CM's potential benefits for hygiene, sustainability, and food security, apprehensions about unfamiliarity, food neophobia, sensory limitations, affordability, and perceived health risks persisted. Additionally, scepticism toward corporations, cultural and religious considerations, and uncertainty surrounding Halal certification further influenced acceptance. These findings underscore the need for transparent communication, regulatory clarity, and targeted education to build consumer trust. This study provides valuable insights for policymakers and industry stakeholders aiming to promote sustainable food innovations in culturally diverse markets. Future research should expand on these findings through ethnographic and longitudinal studies, focus groups, or community-based participatory research, prioritising rich, context-driven narratives to deepen understanding of evolving consumer attitudes toward CM.