Consumer Perceptions and Stated Intentions Following Descriptions of Cultured Meat and Microbial Protein: An Exploratory Within-Person Survey in Poland

Background/Objectives: Cultured meat and microbial protein are being developed as alternative sources of dietary protein, but consumer evidence on microbial protein remains limited, particularly in Central and Eastern Europe. This exploratory study examined which perceptions were associated with Polish adults' stated intention to consume each product, how much of the relevant animal-protein foods they would replace, and whether planned-behaviour measures were empirically distinct. Methods: A quota-managed, non-probability online panel of 258 adults evaluated cultured meat first and microbial protein exemplified by Solein second; the descriptions and some items were not parallel. Analyses used multiple regression with heteroscedasticity-consistent (HC3) 95% confidence intervals (CIs), correlations, confirmatory factor analysis, paired comparisons and ordinal models. Results: In simultaneous regressions, trust in scientists was positively associated with intention for cultured meat (β = 0.38, 95% CI [0.23, 0.52]) and microbial protein (β = 0.36 [0.22, 0.51]); perceived benefits were also positively associated, and disgust negatively. Perceived behavioural control and intention were not adequately distinct, so no structural model was interpreted. Most participants would replace no more than 25% of the relevant reference foods (61% and 66%, respectively), including 28% who would replace none. Mean intention differed little between descriptions (Cohen's d_z = −0.07, 95% CI [−0.20, 0.05]). Conclusions: Trust, perceived benefits and disgust were consistent correlates of stated interest in both alternative protein sources, and most participants reported no or only limited willingness to replace animal-protein foods with either product. The fixed sequence and stated responses do not isolate product effects or establish dietary behaviour.