What Attributes of Meat Substitutes Matter Most to Consumers? The Role of Sustainability Education and the Meat Substitutes Perceptions

Abstract

Given the rising environmental, health, and food safety concerns, the advantages of meat substitutes are garnering increased attention. Applying the extended theory of planned behavior, this study explored what aspects of meat substitutes positively influence consumer purchase intention associated with attitude, subjective norms, and behavioral control. In addition, the level of consumers’ education in sustainability was analyzed for its potential moderating effect within the proposed model. A total of 319 responses obtained from Korean consumers were used. The analysis results revealed that the health attributes of meat substitutes improved consumer attitude, subjective norms, and behavioral control. The environmental attributes enhanced consumer attitude and behavioral control but had no significant effect on subjective norms. Further, subjective norms led to a positive attitude, and attitude and behavioral controls positively improved meat substitutes’ purchase intention. Our analysis revealed that sustainability education significantly enhanced the positive relationship between behavioral control and purchase intention. This study provides an integrative framework that allows for a systematic understanding of consumer responses regarding meat substitutes. Our model may be useful in exploring other influential attributes of meat substitutes that can lead to more positive consumer responses and ultimately enhance consumption.