Determinants of sustainable food consumption

Abstract

Conventional meat consumption is increasingly being seen as unsustainable. Environmental factors, the welfare of animals, and consumer health are among the subjects that consumers are becoming more conscious of as they learn about the bad features of conventional meat. However, plant-based meat alternatives are not widely accepted yet. The purpose of this research was to investigate the determinants that influence Thai consumers' willingness to switch to more plant-based meats. Employing a sample of 585 Thai consumers to validate the model via an online self-administered questionnaire. Customers that are concerned about the environment and animal welfare are more likely to adopt positive attitudes. Plant-based meat purchase intentions are positively influenced by attitudes, while perceived monetary constraints dramatically diminish the intention. Subjective norms are important in a collective culture. The cognitive reaction to plant-based meat aims to trigger expected pride and guilt, which determines the best course of action. Furthermore, limited availability and lower sensory appeal compared to conventional meat were the main challenges for Thai consumers. It has been shown that increased consumer knowledge about sustainable food is associated with a more positive attitude and an inclination to consume plant-based meat.