Exploring factors determining German consumers' intention to eat meat alternatives. (September 2022)

• Record Type: Journal Article
• Authors: Marcus, N.; Klink-Lehmann, J.; Hartmann, M.
• Is Part Of: Food quality and preference. Volume 100(2022)
• Publication Date: 2022-09
• Subjects: Theory of Planned Behavior (TPB) -- Theory of Reasoned Action (TRA) -- Meat alternatives -- Health concerns -- Environment concerns -- Animal welfare concerns; Food preferences -- Periodicals; Food -- Quality -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Préférences alimentaires -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Food industry and trade -- Quality control; Food preferences; Food -- Quality; Periodicals; 664
• DOI: 10.1016/j.foodqual.2022.104610
• Languages: English
• ISSNs: 0950-3293

Abstract

Highlights: The behavioral model explains almost 70% of the variance of the intention to eat meat alternatives. Attitude is the main predictor for the intention to eat meat alternatives. Health concerns significantly impact the intention to eat meat alternatives. Animal welfare concerns influence the intention to eat meat alternatives via attitude. Environmental concerns do not affect the intention to eat meat alternatives. Abstract: A growing number of consumers indicate that they are reducing the amount of meat they eat or are completely abstaining from meat consumption. Some of them have partly shifted to meat substitutes. In order to gain insights into the factors determining the decision to eat or not to eat meat alternatives, the present study extends the Theory of Planned Behavior (TPB) with three factors: animal welfare, environmental and health concerns . Based on a quantitative online study conducted in Germany we empirically test the hypothesized model using structural equation modeling. Results show that the constructs– attitude and subjective norms –significantly influence the behavioral intention to eat meat alternatives. Furthermore, health concerns are a significant direct and animal welfare concerns a significant indirect predictor of consumers' intention to consume alternative meat products. Contrary to the conclusions of prior literature, environmental concerns have no influence.