Consumers' purchase intention towards meat substitute products: data analysis and results of quantitative research

Abstract

The goal of this study is to determine what factors influence consumers' purchase intentions towards plant-based meat substitutes, as well as the impact of these factors on buying behavior. Changes in diet, leading a better lifestyle, and a trend to consume less meat and more meat replacements have all been associated with younger consumers in recent years, and so younger people may consume more meat alternatives. The Theory of Planned Behavior was used as the study's research model. A quantitative was conducted in the form of a questionnaire, with the respondent sample ranging in age from 18 to 60, and the study area being central and northern Greece. The survey examined five main hypotheses and their effect on consumers’ purchase intention: attitude (A), subjective norms (SN), perceived behavioral control (PBC), environmental concern (EC), and food neophobia (FN). The questionnaire included also some demographic questions (gender, age, income, marital status, occupation, income.) After the collection of data has been collected, the data were analyzed statistically using SPSS software, as well as compared to current bilbliography.