Title: Evaluating the factors influencing consumers' willingness to buy plant-based meat alternatives

Authors: Manish Madhu; B. Madhumitha; G. Sandhya

Addresses: Amrita School of Business, AIMS Campus, Amrita Lane, Ponekkara P.O, Kochi, Kerala, 682041, India ' Amrita School of Business, AIMS Campus, Amrita Lane, Ponekkara P.O, Kochi, Kerala, 682041, India ' Amrita School of Business, AIMS Campus, Amrita Lane, Ponekkara P.O, Kochi, Kerala, 682041, India

Abstract: Plant-based meat alternatives (PBMA's) have been studied for years. People are increasingly turning to alternative meats, which taste just like real meat and have proven to have no negative health effects. As a result, it has become the most researched topic in the food industry these days. Thus, it is important to understand and assess the factors that influence consumers' willingness to purchase plant-based meat. The purpose of this study is to identify the factors that influence consumers' willingness to buy PBMA in the Indian markets, to identify awareness as a moderator variable between attitudes and willingness to buy and to uncover the market opportunities for PBMA in India. A total of 223 respondents were part of the study, whose responses were collected through a structured questionnaire. The results showed that sustainability, food curiosity, health consciousness, and consumer awareness have a massive influence on consumer attitude, which increases their propensity to buy.

Keywords: plant-based meat; awareness; willingness to buy; the Indian market.

DOI: 10.1504/IJGE.2023.136684

International Journal of Green Economics, 2023 Vol.17 No.2, pp.91 - 105

Received: 31 Mar 2022
Accepted: 24 Nov 2022
Published online: 16 Feb 2024 *

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