Trust before taste: cognitive and affective drivers of cell-based seafood acceptance in Taiwan

Cell-based seafood represents a sustainable alternative to conventional fisheries; however, the determinants of consumer acceptance in nascent markets such as Taiwan remain underexplored. Guided by the cognitive–affective–behavioral framework, this study investigates how environmental sustainability, food safety trust, perceived technology risk, naturalness perception, and flavor expectation influence adoption intentions within a high-fidelity seafood culture. Survey data from 304 Taiwanese consumers were analyzed using structural equation modeling. The results indicate that consumer acceptance is primarily associated with utilitarian trust, particularly environmental sustainability awareness and trust in food safety, rather than with sensory expectations. Conversely, flavor expectations, perceptions of naturalness, and perceived technological risk showed no significant effects, suggesting that these factors may be less influential in consumer evaluations at the current stage of market development. Given the limited familiarity with cell-based seafood and the absence of direct consumption experience in Taiwan, these findings should be interpreted in the context of an early-stage market. From a practical perspective, transparent regulatory information, food safety assurances, and clear communication of environmental benefits may help consumers form more informed evaluations and support the introduction of cell-based seafood in Taiwan.