Applying A Norm Activation Model to Intentions to Purchase Plant-based Meat Alternatives: Moderating Effects of Switching Costs

This study applied a norm activation model to explore consumers’ personal norms and attitudes towards plant-based meat alternatives and their purchase intentions. This study found that the awareness of consequence of meat consumption didn't have a significant effect on personal norms and attitudes toward plant-based meat alternatives consumption, whereas the ascription of responsibility for the environmental damage had a significant effect on both personal norms and attitudes, which in turn improved purchase intentions. In addition, this verified relationship was found to be affected by switching costs to plant-based meat alternates. More specifically, the positive effect of personal norms on purchase intentions was significantly stronger in the consumer group who perceived lower switching costs. Our findings can be employed to provide useful information to develop effective strategies for promoting plant-based meat alternatives consumption.