Abstract
Shrinking meat intake levels and simultaneously increasing consumption of plant-based products among consumers suggest that consumers’ dietary behavior implies the purchase of plant-based food substitutes. We contribute to the literature by investigating the most important determinants of consumers’ dietary behavior and attitude towards plant-based food substitutes and whether consumers’ dietary behavior is of relevance for the attitude towards plant-based food substitutes. Data of 1,363 consumers was used for structural equation modeling as well as necessary condition analysis. Consumers’ dietary behavior is found to play only a minor role in attitude formation towards plant-based food substitutes. Dietary behavior is primarily influenced by animal welfare concerns. We did not find environmental concerns, consumers’ perceived effectiveness, and health consciousness to influence dietary behavior. However, as consumers associate a high standard of animal welfare with healthiness and food safety, following a plant-based diet due to animal welfare concerns might be an altruistic pretext for health consciousness as an egoistic motive.
Highlights
Throughout past years, consumers’ dietary behavior is shifting in terms of a steadily decreasing meat intake and increasing consumption of plant-based products: meat consumption continues to sink in large European countries like Germany, France, and Italy (Agriculture and Agri-Food Canada 2017)
Research found consumers with a high nutritional knowledge to exhibit a negative attitude towards meat (Shepherd and Towler 2007) and health-conscious individuals with a lower meat intake level may be targeted by plant-based substitutes
We found evidence that consumers’ dietary behavior only slightly influences consumers’ attitude towards plant-based food substitutes, and all dietary groups may be targeted by the plant-based food substitute industry
Summary
Throughout past years, consumers’ dietary behavior is shifting in terms of a steadily decreasing meat intake and increasing consumption of plant-based products: meat consumption continues to sink in large European countries like Germany, France, and Italy (Agriculture and Agri-Food Canada 2017). Research found consumers with a high nutritional knowledge to exhibit a negative attitude towards meat (Shepherd and Towler 2007) and health-conscious individuals with a lower meat intake level may be targeted by plant-based substitutes. It remains unclear whether consumers’ dietary behavior is of relevance in the context of plant-based food substitutes
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