Towards Environmentally Sustainable Diets: Consumer Attitudes and Purchase Intentions for Plant-Based Meat Alternatives in Taiwan
With increasing concerns over environmental and animal protection, along with consumers’ preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed be...
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| Published in | Nutrients Vol. 14; no. 18; p. 3853 |
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| Main Author | |
| Format | Journal Article |
| Language | English |
| Published |
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17.09.2022
MDPI |
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| Abstract | With increasing concerns over environmental and animal protection, along with consumers’ preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed behavior (EMGB), this study examines the factors influencing the intentions of young consumers to consume plant-based meat. In particular, this study incorporates two vital constructs in food consumption, namely environmental concern and sensory appeal, into the model of goal-directed behavior (MGB) framework. Data were collected from closed questionnaires: a total of 537 questionnaire responses were gathered in Taiwan. The analysis was performed using the SPSS 25.0 for Windows and AMOS 24.0 for Windows. The results reveal that the EMGB included a satisfactory level of ability in predicting participants’ intentions to consume plant-based meat and was superior to the original MGB. Furthermore, the two incorporated constructs were significant variables influencing consumers’ decision formation. In addition, the attitude, subjective norm, perceived behavioral control, and positive anticipated emotion influenced consumer desire, which, in turn, influenced behavioral intentions. |
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| AbstractList | With increasing concerns over environmental and animal protection, along with consumers’ preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed behavior (EMGB), this study examines the factors influencing the intentions of young consumers to consume plant-based meat. In particular, this study incorporates two vital constructs in food consumption, namely environmental concern and sensory appeal, into the model of goal-directed behavior (MGB) framework. Data were collected from closed questionnaires: a total of 537 questionnaire responses were gathered in Taiwan. The analysis was performed using the SPSS 25.0 for Windows and AMOS 24.0 for Windows. The results reveal that the EMGB included a satisfactory level of ability in predicting participants’ intentions to consume plant-based meat and was superior to the original MGB. Furthermore, the two incorporated constructs were significant variables influencing consumers’ decision formation. In addition, the attitude, subjective norm, perceived behavioral control, and positive anticipated emotion influenced consumer desire, which, in turn, influenced behavioral intentions. With increasing concerns over environmental and animal protection, along with consumers' preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed behavior (EMGB), this study examines the factors influencing the intentions of young consumers to consume plant-based meat. In particular, this study incorporates two vital constructs in food consumption, namely environmental concern and sensory appeal, into the model of goal-directed behavior (MGB) framework. Data were collected from closed questionnaires: a total of 537 questionnaire responses were gathered in Taiwan. The analysis was performed using the SPSS 25.0 for Windows and AMOS 24.0 for Windows. The results reveal that the EMGB included a satisfactory level of ability in predicting participants' intentions to consume plant-based meat and was superior to the original MGB. Furthermore, the two incorporated constructs were significant variables influencing consumers' decision formation. In addition, the attitude, subjective norm, perceived behavioral control, and positive anticipated emotion influenced consumer desire, which, in turn, influenced behavioral intentions.With increasing concerns over environmental and animal protection, along with consumers' preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed behavior (EMGB), this study examines the factors influencing the intentions of young consumers to consume plant-based meat. In particular, this study incorporates two vital constructs in food consumption, namely environmental concern and sensory appeal, into the model of goal-directed behavior (MGB) framework. Data were collected from closed questionnaires: a total of 537 questionnaire responses were gathered in Taiwan. The analysis was performed using the SPSS 25.0 for Windows and AMOS 24.0 for Windows. The results reveal that the EMGB included a satisfactory level of ability in predicting participants' intentions to consume plant-based meat and was superior to the original MGB. Furthermore, the two incorporated constructs were significant variables influencing consumers' decision formation. In addition, the attitude, subjective norm, perceived behavioral control, and positive anticipated emotion influenced consumer desire, which, in turn, influenced behavioral intentions. |
| Audience | Academic |
| Author | Chen, Han-Shen |
| AuthorAffiliation | 1 Department of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, Taiwan; allen975@csmu.edu.tw ; Tel.: +886-4-2473-0022 (ext. 12225) 2 Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan |
| AuthorAffiliation_xml | – name: 2 Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan – name: 1 Department of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, Taiwan; allen975@csmu.edu.tw ; Tel.: +886-4-2473-0022 (ext. 12225) |
| Author_xml | – sequence: 1 givenname: Han-Shen orcidid: 0000-0002-5201-2615 surname: Chen fullname: Chen, Han-Shen |
| BackLink | https://www.ncbi.nlm.nih.gov/pubmed/36145231$$D View this record in MEDLINE/PubMed |
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| Keywords | meat alternatives environmentally sustainable food consumption (ESFC) pro-environmental behavior novel foods low carbon diet |
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| SubjectTerms | Animals Attitude Attitudes Consumer Behavior Consumer preferences Decision making Diet Emissions Environmental aspects food consumption foodways Health aspects Humans Intention Meat Meat substitutes Plant-based foods Purchasing questionnaires Surveys Surveys and Questionnaires Taiwan Young adults |
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| Title | Towards Environmentally Sustainable Diets: Consumer Attitudes and Purchase Intentions for Plant-Based Meat Alternatives in Taiwan |
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