## 5 Conclusions  
Our research asked whether omnivores and vegetarians/vegans differ in their representation of cultured meat. The findings confirm significant differences in attitudes and sensory perceptions. Key differentiators include:  
* Resistance to Novelty: Omnivores tend to be more hesitant to try new products, resulting in lower consumption intentions and higher disgust, while vegetarians are more open. * Adherence to Technology: Omnivores embracing technology show greater acceptance, whereas those resistant tend to exhibit more disgust. In contrast, vegetarians prioritize ethical concerns. * Taste Perception: Omnivores often associate cultured meat with familiar, enjoyable flavors, whereas vegetarians--especially those who rarely consume meat--may find it less appealing. The study's strengths lie in its multi-method approach (combining quantitative and qualitative data), direct comparison between consumer groups, and innovative projective sensory analysis. However, limitations include a small vegetarian sample (n = 49) and reliance on imagined sensory experiences due to tasting restrictions in Italy. Future research should expand the sample size, incorporate real tastings, and explore additional factors like pricing and product availability. Cultured meat represents a groundbreaking, sustainable innovation. Its successful adoption depends on nuanced communication that addresses both technological and ethical dimensions, empowering consumers and informing policy. These insights suggest tailored marketing strategies: emphasizing taste, safety, and naturalness for omnivores, and highlighting ethical, environmental, and health benefits for vegetarians/vegans. Based on the results shown above, it could be possible to personalize marketing strategies based on consumer groups. Omnivores are more resistant to adopting new food products due to their sensory preferences and attachment to traditional foods. Marketing strategies targeting this group should emphasize how cultivated meat resembles traditional meat in taste and appearance. It is crucial to reassure them about the product's safety and \"naturalness\" to alleviate any technological concerns. Vegetarians and vegans, motivated by ethical and environmental issues, are typically more open to considering cultivated meat as a viable alternative. For this audience, marketing should highlight the ethical and environmental advantages of cultivated meat, such as the absence of animal cruelty and a reduced environmental impact. Sensory anchors significantly influence omnivores' perceptions of food. They often view cultivated meat as more \"tasty\", \"flavorful\", and \"succulent\". To leverage these anchors in marketing, communicational strategies should:  
Emphasize Taste and Texture: Communicate that cultivated meat offers a sensory experience similar to traditional meat. Use descriptions that evoke familiar flavors and textures appreciated by omnivores. Offer Tasting Opportunities (we are planning an international research project involving countries that allow cultivated meat commercialization): When possible (and legal), organize tastings so consumers can directly experience the positive sensory characteristics of cultivated meat. Use Images and Videos: Present images and videos that display cultivated meat prepared in appetizing and familiar ways, highlighting its appealing appearance and texture. Marketing professionals could imagine specific messages from these assumptions. Specifically, to resonate with the ethical and environmental concerns of vegetarian and vegan consumers (the most likely to eat clean meat among those we have surveyed), marketing messages could include:  
Animal Welfare: \"Enjoy the taste of meat without cruelty. Cultivated meat is produced without causing animal suffering\". Environmental Impact: \"Reduce your ecological footprint with cultivated meat. It uses less land, less water, and produces fewer greenhouse gas emissions\".