Application of the Constraint Negotiation Theory to the Plant-Based Meat Alternatives Food Service Business: An Exploration of Perceived Value and Negotiation–Constraint–Visit Intention Relationships

Abstract

Plant-based meat alternatives (PBMAs) are attracting attention worldwide for positive reasons, such as animal welfare, environmental protection, and health promotion. Despite this trend and the importance of PBMAs, few quantitative studies have analyzed them from a consumer behavior perspective, which is necessary to understand the factors that influence the consumption of PBMAs. Therefore, this study focused on the value of PBMAs for consumers. Data from the final sample of 315 Korean consumers aged 18 years or older were analyzed using structural equation model analysis and multigroup analysis on the AMOS program. We applied the constraint reduction model, derived from the constraint negotiation theory, and identified the causal relationship between the value of PBMAs, constraint factors (intrapersonal and structural), negotiation factors (time, information, and cost), and restaurant visit intention. As speculated, all the hypotheses were supported. The value of PBMAs had a positive effect on visit intention and negotiation. Negotiations had a positive effect on visit intention and lowered constraints. However, constraints negatively affected visit intention. Additionally, a multigroup analysis between vegetarians and non-vegetarians was performed. Moderating effects were confirmed in the relationship between the value of PBMAs and negotiations, and between negotiations and constraints. This study thus contributes to the scant quantitative research in the field of consumer behavior toward PBMAs and is the first to apply the constraint negotiation theory to PBMA consumption research in the field of food service and hospitality industries.