The Moderating Role of Intrinsic and Quest Religiosity on the Effectiveness of Religious Appeals in Promoting Cultured Meat
研究通过两个实验发现，宗教诉求广告对消费者购买人造肉的意愿有影响，且这种影响取决于消费者的内在宗教性和探索性宗教性水平。
Abstract In response to the environmental impacts of agricultural food production, alternative food sources have been developed over the past few decades. One of the latest innovations is ‘cultured meat.’ Despite offering an alternative to raising animals for meat, the idea of lab-grown meat has received a mixed response from religious consumers. Thus, the present research investigates the effect of using religious appeals in advertising on consumers’ intention to purchase cultured meat. The authors propose that consumers’ religiosity (intrinsic and quest religiosity) moderates their green identity, which subsequently affects their intentions to purchase cultured meat. The results of two experimental studies show that at low levels of quest religiosity, a religious (vs. non-religious) appeal led to higher intentions to purchase cultured meat among participants with high (but not low) levels of intrinsic religiosity. The findings of this research have implications for religious leaders, ethicists, and policymakers when dealing with the commercialization of cultured meat.