## 3 Redirecting the Perceived Barriers for Improved Marketing Strategies  
Over the past few years, many reports and studies have summarized the barriers consumers perceive in relation to their adoption of CUME. Some of these impactful factors include low naturalness, safety, nutritional concerns, trust, and neophobia, as well as economic and ethical approaches. Low naturalness was the primary concern for the consumers, with its underlying roots connected to disgust, health, and safety concerns [29]. Some qualitative studies have also highlighted this emotional objection to be a key source of CUME rejection [30; 31]. Studies indicated that this low naturalness attribute does not directly lead to the rejection of the product. CUME was considered less natural than insect protein, for instance, but was nonetheless given preference. It was also highlighted in the study that the subjective importance of naturalness resulted in lower perceived naturalness, which ultimately led to reduced consumer uptake [3]. These results clarified that subjective importance and perceived naturalness were two different concepts that supported one opinion, i.e., agreeing to the low naturalness of CUME but perhaps considering it insignificant [32]. Psychographic factors, including sensitivity to food hygiene, neophobia of food, and political conservative ideology, proved to be exceptions that ultimately resulted in the rejection of CUME. The qualitative study mentioned previously was conducted in the USA, while the samples tested in European territories exhibited the lowest perceived naturalness among consumers. This indicated that low naturalness might only be of importance to Europeans, rather than Americans, as per current data [33]. Another study compared CUME with insects and concluded that insects were considered more natural than CUME [34]. Owing to low naturalness, the next associated question focused on whether CUME was considered safe for consumption. Focus group studies, interviews of participants, and other records showed anxious attitudes toward long-term safety in terms of health effects. Therefore, research and data regarding health and safety should be made transparently available for the general public via marketing channels and content design to ease the transition. Knowledge and prior information enhanced consumer confidence in the product [28]. The nutritional profile of CUME was considered weak compared to conventional meat types [35]. Artificially associating CUME with unhealthiness was mentioned in a few customer concerns [22]. The concept of healthiness varied among different individuals. Perceived health attributes were among the primary predictors among purchasers in China [12; 34]. Another key issue raised in the recent literature was consumer trust in the available product. Distrust was observed, not only in food companies, but also in labeling strategies for CUME. This trend was more prevalent in rural communities, as if it was personally connecting them with farms or conventional meat sources. Furthermore, the lack of regulatory bodies encompassing CUME further aggravated distrust. Conspiratorial ideas opposing CUME also enhanced distrust among consumers. This could be improved through food scientists and institutions engaging in direct coverage of ongoing and improving research of CUME [18]. Another perceived barrier is the fear of everything new, or neophobia, which has been a key predictor in America, Europe and Asia. This has hindered acceptance and precluded opportunities to try new and innovative food products. Sometimes, perceived unusualness caused disgust. Studies indicated that CUME invoked less disgust than GMOs and insect consumption but more than synthetic food additives and similar food technological plant products [36]. The emotional response of disgust is considered independent of rational evaluations. Ref. [36] also highlighted that deviation from Western food culture invoked this disgust in response to perceived low naturalness, while other studies linked it with norm violation [30; 31].