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

Cho-I Park1, Young Namkung2

  • 1Smart Tourism Education Platform, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Republic of Korea.

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Summary
This summary is machine-generated.

Consumer values like environmental and health consciousness drive positive attitudes towards plant-based alternatives (PBAs). These attitudes are key for repeat purchases and restaurant visits, benefiting consumers and businesses.

Keywords:
attitudesbehaviorconsumer valuesintentionsplant-based alternatives (PBAs)value–attitude–behavior (VAB) framework

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Area of Science:

  • Consumer Behavior
  • Food Science
  • Marketing

Background:

  • Growing consumer interest in plant-based alternatives (PBAs).
  • Limited understanding of the psychological drivers behind PBA consumption.
  • Need to connect consumer values to purchasing behaviors.

Purpose of the Study:

  • Investigate the influence of consumer values and attitudes on plant-based alternative (PBA) consumption.
  • Examine the relationship between values, attitudes, repurchase intentions, and behavioral intentions (restaurant visits).
  • Utilize the value-attitude-behavior framework to model consumer decision-making for PBAs.

Main Methods:

  • Employed a two-step structural equation modeling (SEM) approach.
  • Collected data from 392 consumers of PBAs in Korea (November 2023).
  • Tested a research model with defined hypotheses.

Main Results:

  • Environmental consciousness and health consciousness significantly influenced attitudes toward PBAs.
  • Positive attitudes towards PBAs were crucial for developing repurchase intentions.
  • Favorable attitudes also predicted increased PBA restaurant visit behavior.

Conclusions:

  • Consumer values, specifically environmental and health consciousness, are significant predictors of attitudes toward PBAs.
  • Positive attitudes are essential for fostering repeat purchases and driving behavioral intentions in the PBA market.
  • Findings offer valuable insights for academics and practitioners in the plant-based food industry.