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

• Main Authors: Ho, Shirley S., Chuah, Agnes S. F., Koh, Elizabeth Le Qi, Ong, Li Ying, Kwan, Vivien Qian Ying
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2022
• Subjects: Social sciences::Communication; Plant-Based Meat; Influence of Presumed Media Influence; Environmental Consciousness; Health Consciousness; Willingness to Pay More
• Online Access: https://hdl.handle.net/10356/161631
• Institution: Nanyang Technological University

Expanding upon the Influence of Presumed Media Influence (IPMI) model, our study investigates prior beliefs as precursors to the IPMI model in predicting individuals’ willingness to pay more for plant-based meat. Our survey of 1,008 adult Singaporeans revealed that attention to benefit media message...