Modeling the Significance of Knowledge, Beliefs, and Norms on Intention to Consume Plant-based Meat Alternatives in China

Abstract

The consumption of meat is a topic of concern because of its environmental and ethical implications. Consequently, plant-based meat alternatives have gained popularity. However, the consumption of these alternatives remains limited and understanding the factors that influence consumers’ intentions to consume them is vital. Current study aims to examine the crucial factors (i.e., knowledge of sustainable food production, problem awareness, outcome efficacy, descriptive social norms, injunctive social norms, and personal norms) that affect consumers’ intentions to consume plant-based meat alternatives, promoting sustainable and ethical food choices. For this purpose, an online survey was conducted and data from 397 participants in China were analyzed using partial least squares structural equation modeling. The findings revealed that knowledge of sustainable food production, problem awareness, outcome efficacy, descriptive social norms, injunctive social norms, and personal norms had significant positive influences on the intention to consume plant-based meat alternatives. Findings can assist policymakers and practitioners in developing targeted strategies to promote sustainable and ethical food choices among consumers, such as improving their knowledge of sustainable food production, raising awareness of problems, promoting social norms, and fostering personal norms related to plant-based meat alternatives consumption.