Consumer Values, Attitudes, and Behavior towards Plant-Based Alternatives

This study investigated the impact of consumer values and attitudes to consuming plant-based alternatives (PBAs), using the value-attitude-behavior framework. The research model and hypotheses were tested using a two-step approach to structural equation modeling on 392 responses collected from PBA consumers through a research company in Korea in November 2023. The results indicated that environmental consciousness and health consciousness significantly affected attitudes toward PBAs. Also, positive attitudes toward PBAs were critical for the formation of repurchase intentions for PBAs and PBA restaurant visit behavior. Our study contributes to both academics and PBA practitioners by showing how consumer values are associated with attitudes, PBAs repurchase intentions, and PBAs restaurant visits.