Understanding the Intention to Consume Plant-Based Meat Alternatives: Theory of Planned Behavior and Values Orientation Perspective
Date of Award
12-1-2023
Document Type
Thesis
Degree Name
Master of Science in Sustainability Management
First Advisor
Anna A. Mendiola, PhD
Abstract
Meat production is considered a significant contributor of GHG emissions in the environment. One of the ways to address this environmental problem is to reduce the consumption of meat amongst individuals through meat avoidance or through substitution with plant-based meat alternatives. This study utilized the value belief- norm (VBN) theory and theory of planned behavior (TPB) to further understand and determine the influences on intention towards consumption of plant-based meat alternatives as seen through the lens of pro-environmental behavior and from an Asian perspective. A total of 420 millennial respondents participated in the study. Results show that all the TPB constructs namely, perceived behavioral control, attitudes, and subjective norms are strong predictors of intention to consume plant-based meat alternatives. The results also established that the influence of egoistic, altruistic, and biospheric value orientations on the intention to consume plant-based meat alternatives is fully mediated by perceived behavioral control, attitudes and subjective norms. Implications on the marketing and development of communications on promoting plant-based meat alternatives are further discussed.
Recommended Citation
Estacio, Jana Crissia D., (2023). Understanding the Intention to Consume Plant-Based Meat Alternatives: Theory of Planned Behavior and Values Orientation Perspective. Archīum.ATENEO.
https://archium.ateneo.edu/theses-dissertations/893
