Department of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, Taiwan.
Department of Medical Management, Chung Shan Medical University Hospital, Taichung 40201, Taiwan.
Nutrients. 2022 Sep 17;14(18):3853. doi: 10.3390/nu14183853.
With increasing concerns over environmental and animal protection, along with consumers' preoccupation with health and wellness, the concept of a green diet is gaining popularity. This is leading to a new trend in the food culture of plant-based meat. Employing the extended model of goal-directed behavior (EMGB), this study examines the factors influencing the intentions of young consumers to consume plant-based meat. In particular, this study incorporates two vital constructs in food consumption, namely environmental concern and sensory appeal, into the model of goal-directed behavior (MGB) framework. Data were collected from closed questionnaires: a total of 537 questionnaire responses were gathered in Taiwan. The analysis was performed using the SPSS 25.0 for Windows and AMOS 24.0 for Windows. The results reveal that the EMGB included a satisfactory level of ability in predicting participants' intentions to consume plant-based meat and was superior to the original MGB. Furthermore, the two incorporated constructs were significant variables influencing consumers' decision formation. In addition, the attitude, subjective norm, perceived behavioral control, and positive anticipated emotion influenced consumer desire, which, in turn, influenced behavioral intentions.
随着人们对环境和动物保护的关注度不断提高，以及消费者对健康和养生的关注，绿色饮食的概念越来越受欢迎。这导致了植物性肉类食品文化的新趋势。本研究运用目标导向行为的扩展模型（EMGB），考察了影响年轻消费者食用植物性肉类的意愿的因素。具体来说，本研究将食品消费中的两个重要构念——环境关注和感官吸引力纳入目标导向行为（MGB）框架模型中。研究数据来自封闭式问卷：在台湾共收集了 537 份问卷。采用 SPSS 25.0 for Windows 和 AMOS 24.0 for Windows 进行分析。结果表明，EMGB 在预测参与者食用植物性肉类的意愿方面具有令人满意的能力水平，并且优于原始的 MGB。此外，这两个被纳入的构念是影响消费者决策形成的重要变量。此外，态度、主观规范、感知行为控制和积极预期情绪影响消费者的欲望，而欲望又反过来影响行为意愿。
