Journal
FOOD QUALITY AND PREFERENCE
Volume 93, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.foodqual.2021.104294
Keywords
Consumers; Plant-based diet; Meat attachment; Food choice motives; Theory of planned behaviour
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Funding
- Waikato Management School Internal Contestable Research Fund
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This study explores the significant factors that drive consumers' willingness to adopt a more plant-based diet, revealing differences in the impact of these factors between China and New Zealand.
The purpose of this study is to explore the significant factors that drive consumers' willingness to adopt a more plant-based diet, in both an Asian developing country (China) and a Western developed country (New Zealand), on the basis of three theories: meat attachment factors, the theory of planned behaviour and food choice motives. The data were collected through online surveys in China (n = 604) and New Zealand (n = 581). Confirmatory factor analysis and structural equation modelling were used for the data analysis. Consumers' willingness to adopt a more plant-based diet was significantly linked to all the four meat attachment factors (Hedonism, Affinity, Entitlement and Dependence), four factors based on the Theory of Planned Behaviour (Subjective norms, Personal norms, Perceived behavioural control and Attitudes), and one food choice motive (Environmental concern). There were differences between China and New Zealand in the impact of the meat attachment factors and the theory of planned behaviour factors on the willingness to adopt a more plant-based diet.
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