Factors influencing intention to purchase plant-based meat products in Bangkok and Metropolitan Area
Keywords:
Purchase Intention, Plant-Based Meat Products, Consumer BehaviorAbstract
This research aimed to study the factors influencing consumers’ purchase intentions toward plant-based meat products in Bangkok and the Metropolitan Area. A quantitative research method was used, using stratified random sampling, with a sample of 435 individuals with prior experience consuming plant-based meat in Bangkok and the Metropolitan Area. Participants were selected through stratified random sampling based on age and monthly income levels. Data were collected via a structured questionnaire and analyzed using structural equation modeling (SEM).
The findings showed that the research model demonstrated acceptable goodness of fit, with a Chi-Square (χ²) value of 2630.1. Consumers’ perceptions of the cleanliness and drug-free nature of plant-based meat products, as well as their perceived effectiveness for weight management, significantly influenced positive expectations at the 0.05 level. Curiosity, food-related anxiety, and health consciousness also had statistically significant positive effects on positive expectations at the 0.01 level. Conversely, biotechnology-related factors did not significantly affect positive expectations. Regarding environmental sustainability and animal welfare, both factors significantly influenced consumers’ compassion at the 0.01 level. Moreover, positive expectations significantly predicted consumers’ purchase intentions, whereas compassion did not show a significant effect on purchase intentions toward plant-based meat products.
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