University of Twente Student Theses


Steak or fake? Analysing the factors influencing purchase intention of plant-based meat alternatives

Neumeister, Hannes (2022) Steak or fake? Analysing the factors influencing purchase intention of plant-based meat alternatives.

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Abstract:Society has become increasingly aware of the environmentally, animal welfare, and health issues of meat products. As a result, many people switch to meat-avoiding or -reducing diets, which has increased the growth of the meat alternative as many people regard meat substitutes as a viable alternative. To gain insights into the factors that are influencing the intention to purchase plant-based meat alternatives (PBMA)– one of the most popular alternatives – this study uses Ajzen’s widely applied Theory of Planned Behavior (TPB) as a guiding framework. Moreover, based on the recommendation of previous studies, the model is expanded with seven other factors: Moral obligation, self-identity, anticipated emotional outcome, animal welfare, environmental and health concern, and food neophobia. After deploying a questionnaire amongst young German-speaking adults (age 18-25), the results are analyzed through hierarchical multiple regression analysis. The results reveal that all four models contributed to improving the variance explained in purchase intention. Moreover, attitude, animal welfare concern, and food neophobia significantly predict PBMA products purchase intention. Contrary to prior literature, the other TPB predictors social norm and perceived behavioral control, as well as the other expanded factors, did not yield statistically significant results. Several limitations and directions for future research and practice are discussed.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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