Yang Marvello, Reza Mohammad Nurul Hassan, Yang Qing, Al Mamun Abdullah, Hayat Naeem
Institute of Technology and Business Sabda Setia, Kota Pontianak, Kalimantan Barat, 78121, Indonesia.
UKM - Graduate School of Business, Universiti Kebangsaan Malaysia, 43600, UKM, Bangi, Selangor Darul Ehsan, Malaysia.
Heliyon. 2024 Jan 8;10(2):e24273. doi: 10.1016/j.heliyon.2024.e24273. eCollection 2024 Jan 30.
The rising demand for plant-based meat (PBM) has the potential to minimize environmental degradation and save the lives of numerous animals. Furthermore, the intention to consume eco-friendly products triggers people to consume PBM. However, it is essential to understand the factors that influence consumer intentions and actual PBM consumption to enhance its adoption. By incorporating the Theory of Consumption Value, this study examines the impact of health consciousness, health motivation, personal innovativeness, perceived critical mass, perceived cost, and perceived product value on the intention to consume PBM. The impact of intention to consume PBM on actual consumption is also analyzed. Furthermore, the mediating role of the intention to consume PBM in the relationship between these factors and actual consumption behavior is investigated. Using a cross-sectional research design, 978 responses were obtained from Indonesia. The data were analyzed using partial least squares structural equation modelling (PLS-SEM). The results showed that health motivation, perceived critical mass perceived cost, and perceived product value were significant predictors of the intention to consume PBM. However, health motivation and personal innovation had insignificant effects on the intention to consume PBM. Moreover, the intention to consume PBM translated into actual consumption behavior. Furthermore, the intention to consume PBM significantly mediated the relationship between actual consumption behavior and factors other than health motivation, personal innovation, and perceived product value. The findings offer valuable insights for industry, policymakers, and producers interested in PBMA markets in developing focused marketing strategies, improving consumer perceptions, and addressing barriers, such as perceived costs to promote PBM consumption, particularly in emerging markets. Integrating the theory of consumption value and PLS-SEM provides a comprehensive understanding of the underlying dynamics and sheds light on the unique factors driving PBM consumption behavior.
对植物性肉类（PBM）需求的不断上升有可能将环境退化降至最低，并拯救无数动物的生命。此外，消费环保产品的意愿促使人们消费PBM。然而，了解影响消费者意愿和实际PBM消费的因素对于提高其接受度至关重要。通过纳入消费价值理论，本研究考察了健康意识、健康动机、个人创新性、感知临界数量、感知成本和感知产品价值对消费PBM意愿的影响。还分析了消费PBM意愿对实际消费的影响。此外，研究了消费PBM意愿在这些因素与实际消费行为之间关系中的中介作用。采用横断面研究设计，从印度尼西亚获得了978份回复。数据使用偏最小二乘结构方程模型（PLS-SEM）进行分析。结果表明，健康动机、感知临界数量、感知成本和感知产品价值是消费PBM意愿的显著预测因素。然而，健康动机和个人创新性对消费PBM意愿的影响不显著。此外，消费PBM的意愿转化为实际消费行为。此外，消费PBM的意愿显著中介了实际消费行为与除健康动机、个人创新性和感知产品价值之外的其他因素之间的关系。这些发现为对PBM市场感兴趣的行业、政策制定者和生产商提供了宝贵的见解，有助于制定有针对性的营销策略、改善消费者认知以及消除诸如感知成本等促进PBM消费的障碍，特别是在新兴市场。将消费价值理论与PLS-SEM相结合，能够全面理解潜在动态，并揭示驱动PBM消费行为的独特因素。
