Understanding young consumers' attitudes towards plant-based products: A structural equation modelling analysis approach

The growing interest in transitioning to more plant-based diets has increased the need to understand the factors that drive consumers' acceptance of plant-based alternatives. This study examines how individual traits, such as meat attachment, environmental and health concerns, animal sacrifice concerns, and food neophilia, influence young Spanish consumers' attitudes towards plant-based products. Data on consumers' attitudes towards meat reduction and food neophilia were collected from 361 consumers aged 18–35 years using an online survey. Consumers assessed their expected liking and purchase intention of plant-based burgers with different primary sources of plant protein (soy, pea, or wheat). The results showed that the source of plant protein did not affect consumer response. Meat attachment, environmental, and animal sacrifice concerns had significant (p < 0.05) direct effect on the expected liking and purchase intention of plant-based products, whereas the direct effect of health concerns was not significant (p > 0.05). Mediation analysis using indirect effect estimands in AMOS showed that animal sacrifice concerns mediated the relationship between environmental concerns and both expected liking and purchase intention (partial mediation), and between health concerns and the same outcomes (full mediation), whereas no mediation was observed for meat attachment. Hence, focusing on animal sacrifice concerns may be especially effective as a driver to reinforce the environmental and health benefits of plant-based alternatives, but not for those with meat attachment attitudes. Our findings highlight that food neophilia and dietary patterns play key roles in shaping young Spanish consumers' acceptance of plant-based products.