Low Carbon Sustainable Diet Choices-An Analysis of the Driving Factors behind Plant-Based Egg Purchasing Behavior

In the face of escalating climate change, environmental pollution, and global crises, plant-based eggs are a viable solution for environmental conservation and health promotion. This study uses an integrated framework combining value-belief-norm (VBN) theory and the Theory of Planned Behavior (TPB) to explore the factors influencing Taiwanese consumers' inclination towards plant-based eggs. Through convenience sampling, 417 questionnaires were issued and 387 valid responses were received, indicating a 92.8% valid response rate. The analysis indicates that consumers' biospheric and altruistic values significantly enhance their awareness of outcomes, which, coupled with their sense of responsibility, strengthens personal norms. From the TPB perspective, perceived behavioral control is identified as a critical driver of the intention to purchase plant-based eggs, with attitudes and subjective norms playing significant roles. Subjective norms positively impact personal norms, thereby influencing consumers' behavioral intentions. The findings confirm the integrated model's theoretical and practical validity, and offer valuable insights for businesses. By developing adept marketing strategies that consider market dynamics, this study enhances the effectiveness and value of marketing efforts by boosting consumers' engagement with plant-based eggs. These insights contribute to advancing environmental sustainability goals.