新興食品技術在近年來有著明顯的發展，其中一項最有潛力替代傳統肉類的技術是培育肉，該技術亦有望解決全球食品供應的相關挑戰。然而，能否成功採用須取決於各國消費者的接受程度。本研究旨在根據計劃行為理論(TPB)，評估瓜地馬拉的消費者對培育肉的接受程度，從對培育肉的態度、主觀規範和行為控制知覺，三方面來評估消費意圖。此外，研究還擴展了對背景因素的評估，包括食品技術恐懼症和對研發培育肉的機構的信任度。本研究透過線上問卷收集214份有效資料，並使用多變量線性回歸和結構方程模式進行數據分析。研究結果表明，瓜地馬拉消費者在所有由計劃行為理論所組成的部分,有著顯著的正預測因子; 從背景因素方面, 食品技術恐懼症會因消費者的態度和主觀規範的中介作用產生負面影響；而因計劃行為理論的三個成分的中介作用，消費者對機構亦有正面影響。因此，在推行培育肉的市場營銷策略方面，機構應推廣產品的固有特性，避免技術含義的成份，加強監管機構的認可，以及其他提出的含義。

Novel food technologies have been under development in recent years, one of the technologies that has the potential to become an alternative for traditional meats is cultivated meat, which holds a potential to address global challenges related to food supply. However, the successful adoption of cultivated meat depends on consumer acceptance across countries. This research aims to evaluate the acceptance of cultivated meat in Guatemala based on the Theory of Planned Behavior (TPB), assessing attitudes, subjective norms, and perceived behavioral control to evaluate intention to consume. Furthermore, the research was extended with the evaluation of the background factors – food technology neophobia and trust in institutions. The information was collected via an online questionnaire (a total of 214 effective responses were collected) and the data was analyzed using multivariate linear regression and structural equation model. The findings indicate that all components of TPB were significant positive predictors of the intention to consume cultivated meat for Guatemalans; in the case of the background factors, food technology neophobia has a negative impact mediated by attitudes and subjective norms; and trust in institutions has a positive impact mediated by the 3 components of TPB. Thus, marketing approaches should promote the inherent characteristics of the product, avoiding technological connotations, reinforcing the approval of regulatory institutions, among other implications presented.

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