Exploring Predictors of Purchase Intention toward Plant-based Meat

• Main Authors: Monares, Kristiana Ginelle D., Roque, Ken Sean D., Santos, Melissa A., So, Sofia Marianne S., Valentin, Catherine A., Valentin, Alvin Patrick M.
• Format: text
• Published: Archīum Ateneo 2024
• Subjects: plant-based meat; perceived healthiness; self-perceived taste; environmental concern; product knowledge; meat attachment
• Online Access: https://archium.ateneo.edu/jmgs/vol12/iss2/4; https://archium.ateneo.edu/context/jmgs/article/1244/viewcontent/IN_20PRESS_20__20JMGS_2012.2_202024_20__20Monares_20et_20al._20__20Exploring_20Predictors_20of_20Purchase_20Intention_20towards_20Plant_based_20Meat.pdf
• Institution: Ateneo De Manila University

Plant-based meat (PBM) presents itself as a sustainable alternative to meat production systems that have adversely impacted consumers’ health and the environment at large. In the Philippine context, however, there are only a few PBM manufacturers to date even though production has been emerging with expanded options for consumers to consider. Moreover, while PBM’s potential allows it to be a prospective working food system in the country through the promotion of healthier food chains, the literature on PBM in the Philippines is scant. This study thus contributes to this literature by exploring predictors of purchase intention toward PBM. The researchers surveyed 215 respondents and determined if their Perceived Healthiness of PBM, Self-perceived Taste of PBM, Environmental Concern, Product Knowledge of PBM, and Meat Attachment predicted their Purchase Intention toward PBM. The results revealed that Perceived Healthiness, Self-perceived Taste, Product Knowledge, and Meat Attachment significantly influence Purchase Intention. The study then provides recommendations for the government and the private sector to promote the purchase and consumption of PBM and realize environmental benefits from doing so.