Consumer food choice motives and willingness to try plant-based meat: moderating effect of meat attachment

What is it about?

The adverse effects on environmental sustainability, human health, and animal welfare are often cited as the main reasons for reducing animal-based meat production and consumption. This study explored the food choice motives that determine consumer attitude toward plant-based meat (PBM) as a sustainable meat alternative. The theory of planned behavior (TPB) was applied to further determine whether an individual’s attitude toward PBM, subjective norms, and perceived behavioral control influence their willingness to try novel meat substitutes (i.e., PBM). Finally, the moderating effect of meat attachment was also considered.

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