Unpacking Consumer Purchase Intentions Toward Plant-Based Meat Alternatives: An Integrated TPB-VAB Approach Using...

Plant-based meat alternatives (PBMAs) are gaining momentum in response to rising demand for sustainable and healthier diets. Drawing on an integrated framework combining the Theory of Planned Behavior (TPB) and the Value-Attitude-Behavior (VAB) model, this study explores key determinants shaping consumers' purchase intention towards PBMAs in Taiwan. This study performed Partial Least Squares Structural Equation Modelling (PLS-SEM), fuzzy-set qualitative comparative analysis (fsQCA) and necessary condition analysis (NCA) to evaluate the formation of consumers' PBMA purchase intention. The PLS-SEM results revealed that both environmental consciousness and health consciousness exert a significant influence on consumer attitudes, which, together with subjective norms and perceived behavioral control, positively predict purchase intention. fsQCA revealed six distinct combinations of conditions leading to high purchase intention, while NCA identified environmental consciousness, health consciousness, and the three TPB components as necessary conditions. The results highlight the mediating role of attitude and underscore the value of integrating multiple analytical perspectives to capture the complexity of consumer decision-making. This research advances both theoretical understanding and practical application by elucidating the psychological mechanisms underpinning PBMA adoption and by providing evidence-based implications for strategic marketing within the plant-based food sector.