Understanding public willingness to pay more for plant-based meat : examining the role of environmental and health consciousness as precursors to the influence of presumed media influence model

• Main Authors: Koh, Elizabeth Le Qi, Kwan, Vivien Qian Ying, Ong, Li Ying
• Other Authors: Shirley S. Ho
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2021
• Subjects: Social sciences::Communication::Communication theories and models; Social sciences::Communication::Public opinion
• Online Access: https://hdl.handle.net/10356/147187
• Institution: Nanyang Technological University

Expanding upon the Influence of Presumed Media Influence (IPMI) model, our study investigates how prior beliefs can serve as important precursors to the processes in the model, in order to predict individuals’ willingness to pay more for plant-based meat. We surveyed 1,008 adult Singaporeans and fou...