Applying the Theory of Planned Behaviour to Predict the Consumption of Meat Analogues
Abstract
The increasing trend to consciously reduce meat consumption is accompanied by a strong
growth in the supply and demand of meat analogue products. This study aims to predict the
consumer intention to consume plant-based meat analogues based on an extension of Ajzen’s
(1991) theory of planned behaviour (TPB) with the four factors: perceived sensory attributes,
brand trust, food curiosity, and socio-demographic characteristics and lifestyle determinants.
The hypothesised model was tested based on a quantitative study (n = 348) among the
German population using confirmatory factor analysis and structural equation modelling. The
results indicate that perceived behavioural control (self-efficacy) (β = 0.404), attitudes (β =
0.346), subjective norms (β = 0.171), and food curiosity (β = 0.096) significantly influence
the intention to consume meat analogues. While perceived sensory attributes (β = 0.756) have
a strong influence on attitudes, neither perceived sensory attributes nor brand trust were
found to have a significant impact on consumer intention. The behavioural intention (β =
0.851) showed a strong positive relation to the actual consumption behaviour of meat
analogues. The results obtained from logistic regression indicated that there is no association
between socio-demographic characteristics and the consumption of meat analogues.
However, the pursuit of a flexitarian, vegetarian, or vegan diet was found to significantly
influence meat analogue consumption. Thus, the promotion of meat analogue consumption in
Germany and similar Western countries should particularly address consumer attitudes,
perceived behavioural control, and perceived sensory attributes of meat analogues while
focusing on consumers with a tendency to a flexitarian, vegetarian, or vegan diet.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
Collections
View/ Open
Date
2022-08-04Author
Mikus, Alexej
Desch, Milena Conny Annika
Keywords
Theory of Planned Behaviour (TPB)
meat analogues
perceived sensory attributes
food curiosity
brand trust
consumer intention
consumer behaviour
sustainable consumption
food consumption
confirmatory factor analysis
structural equation modelling
binary logistic regression
Series/Report no.
2022:186
Language
eng