Abstract
Chronic diseases caused by poor health choices have been identified as a significant contributor to mortality. The poor dietary intake of Malaysians including high consumption of meat and other animal-based products may contribute to development of non-communicable diseases, such as obesity, hypertension, diabetes, and cancer. The amount of meat eaten by Malaysians per person has increased to more than 55 kg a year in 2019, and obviously, a transition towards plant-based diets is urgently needed. Nevertheless, product knowledge and determinants of consumer purchase intention of plant-based meat need to be explored further for Malaysians to effectively adopt a healthy diet.
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