Forming loyalty toward green food: food or environmental issue? Evidence from plant-based food

Abstract

ABSTRACT This study examines the formation of loyalty toward plant-based food (PBF) by including environmental factors (i.e. environmental concern and knowledge) and the perceived benefits and cost of the food as its drivers. This research employed data from 403 PBF customers, collected via an online survey from the Greater Jakarta region, Indonesia. To appraise the proposed loyalty formation toward PBF, this study used partial least square modeling. The results from data analysis show that incorporating the environmental concern theory and the valence theory offers an improved explanation of loyalty formation toward PBF. Environmental concern, environmental knowledge, and perceived benefits are predictors of loyalty. Additionally, three dimensions of PBF benefits have been identified: physical, social, and psychological. This study suggests that to gain loyalty among PBF customers, managers need to educate customers on salient environmental issues and highlight the benefits of consuming PBF for customers’ health and the environment.