Plant-Based Meat consumption value: vegetarian and non-vegetarian

Area of Science:

• Consumer Behavior
• Food Science
• Marketing Strategy

Background:

• The theory of consumption values (TCV) offers insights into consumer choices but has limited application to plant-based meat.
• Understanding consumer motivations is crucial for increasing plant-based meat adoption.

Purpose of the Study:

• To apply the theory of consumption values (TCV) to understand plant-based meat purchase intentions.
• To compare and contrast the consumption values influencing plant-based meat purchases between vegetarians and non-vegetarians.

Main Methods:

• Mixed-methods approach utilizing focus groups (n=16) and a survey of 402 participants (200 non-vegetarians, 202 vegetarians).
• Structural equation modeling (SEM) and multigroup analysis (MGA) were employed to analyze data and explore group differences.
• Importance-Performance Matrix Analysis (IPMA) was used to evaluate latent variable scores.

Main Results:

• Functional, social, emotional, and conditional values significantly impact plant-based meat purchase intentions for both groups.
• The relationship between conditional value and purchase intention was stronger for non-vegetarians.
• The relationship between functional value and purchase intention was stronger for vegetarians.

Conclusions:

• Extends literature on plant-based meat and TCV by examining both vegetarian and non-vegetarian perspectives.
• Provides a conceptual framework for understanding plant-based meat consumption values in a key market (Malaysia).
• Highlights the potential for tailored marketing strategies based on differing consumption values to drive adoption and environmental benefits.