Plant-Based Meat consumption value: vegetarian and non-vegetarian

Abstract

Purpose

While the theory of consumption values (TCV) has explained various aspects of consumer choice, its application to plant-based meat is limited. This study addresses this gap by using TCV to understand plant-based meat purchase intentions, comparing and contrasting vegetarians and non-vegetarians.

Design/methodology/approach

Using mixed methods, the authors developed a questionnaire from focus groups (n = 16) and surveyed 402 participants (200 non-vegetarians, 202 vegetarians). Structural equation modelling and multigroup analysis explored group differences. Importance-Performance Matrix Analysis (IPMA) augmented the analysis by evaluating latent variable scores.

Findings

Functional values (health, utilitarian and guilt avoidance), social value, emotional value (overall emotional feeling) and conditional value impact the purchase intention of plant-based meat for both vegetarian and non-vegetarian groups. MGA analysis revealed that the relationship between conditional value and purchase intention was significantly stronger in the non-vegetarian group compared to the vegetarian group; and the relationship between functional value and purchase intention was stronger in the vegetarian group than in the non-vegetarian group.

Originality/value

It extends the relatively scant literature on plant-based meat and TCV by addressing consumption values from both vegetarian and non-vegetarian perspectives. The study utilizes data from Malaysia, a growing but under-researched market for plant-based meat. Finally, this work models a conceptual framework of plant-based meat and TCV for both vegetarian and non-vegetarian consumers.

Contribution

The findings of this research provide a framework explaining plant-based meat consumption by both vegetarians and non-vegetarians. Because vegetarians and non-vegetarians have different consumption values, marketers can leverage these differences to promote plant-based meat. For vegetarians preparing food for non-vegetarians, marketing should emphasize guilt avoidance associated with meat consumption. For broader adoption, promoting the availability of plant-based meat in food and beverage sectors, highlighting its convenience (easy recipes and preparation), and emphasizing its role in a transition towards reduced meat consumption can be effective. This transition, in turn, can contribute to reducing the harmful impact on the environment and ecosystem.