Applying the Theory of Planned Behaviour to Predict the Consumption of Meat Analogues

MSc in Marketing and Consumption ; The increasing trend to consciously reduce meat consumption is accompanied by a strong growth in the supply and demand of meat analogue products. This study aims to predict the consumer intention to consume plant-based meat analogues based on an extension of Ajzen’s (1991) theory of planned behaviour (TPB) with the four factors: perceived sensory attributes, brand trust, food curiosity, and socio-demographic characteristics and lifestyle determinants. The hypothesised model was tested based on a quantitative study (n = 348) among the German population using confirmatory factor analysis and structural equation modelling. The results indicate that perceived behavioural control (self-efficacy) (β = 0.404), attitudes (β = 0.346), subjective norms (β = 0.171), and food curiosity (β = 0.096) significantly influence the intention to consume meat analogues. While perceived sensory attributes (β = 0.756) have a strong influence on attitudes, neither perceived sensory attributes nor brand trust were found to have a significant impact on consumer intention. The behavioural intention (β = 0.851) showed a strong positive relation to the actual consumption behaviour of meat analogues. The results obtained from logistic regression indicated that there is no association between socio-demographic characteristics and the consumption of meat analogues. However, the pursuit of a flexitarian, vegetarian, or vegan diet was found to significantly influence meat analogue consumption. Thus, the promotion of meat analogue consumption in Germany and similar Western countries should particularly address consumer attitudes, perceived behavioural control, and perceived sensory attributes of meat analogues while focusing on consumers with a tendency to a flexitarian, vegetarian, or vegan diet.