IDENTIFYING FACTORS THAT AFFECT THE INTENTION OF CONSUMERS TO PURCHASE PLANT-BASED MEAT

• Main Author: Aurelia Garnida, Syifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66703
• Institution: Institut Teknologi Bandung

Plant-based meat consumption has increased significantly in developing countries over the last few decades. Many factors influence meat consumption, including animal welfare, reducing environmental damage, food waste, lifestyle changes, health benefits, and land changes. As a result, meat consumption in each country may differ. Purchases of plant-based meat increase as consumption of plant-based meat increases, and vice versa. Many factors influence customer purchasing intentions for plant-based meat. This study intends to investigate the factors that influence consumers' purchase intentions toward plant-based meat and make recommendations for plant-based meat marketers to implement in order to increase consumers' purchase intentions toward plant-based meat. In this study, mixed methods are used: a qualitative approach using focus group discussions with two groups and a quantitative approach using an online questionnaire with 242 respondents. The combination of quantitative and qualitative data collection and analysis in these designs effectively facilitates triangulation, which provides a more comprehensive account of the research questions and thus enriches the conclusions of a study. Purposive sampling technique was used to identify the participants. In order to analyze the data for this study, open coding, descriptive statistics, and PLS-SEM are used. This study uses the Theory of Planned Behavior to determine what factors that influence consumers' purchase intentions for plant-based meat. The findings show that perceived nutritional content, intrinsic quality cues, extrinsic quality cues, attitude toward plant- based meat, subjective norms, and perceived behavioral control all have a significant impact on consumers' purchase intention for plant-based meat. The findings of this study should help plant-based meat marketers develop their marketing strategy by studying the factors that influence plant-based meat purchases.