Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat
Green consumption is an emerging environmental topic receiving global attention. Because livestock production is a primary source of greenhouse gas emission, the “low-carbon diet” has become a new trend in the catering industry. Fast food companies have been launching vegetarian products because art...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-06-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/9/6/745 |
| _version_ | 1827715631582019584 |
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| author | You-Cheng Shen Han-Shen Chen |
| author_facet | You-Cheng Shen Han-Shen Chen |
| author_sort | You-Cheng Shen |
| collection | DOAJ |
| description | Green consumption is an emerging environmental topic receiving global attention. Because livestock production is a primary source of greenhouse gas emission, the “low-carbon diet” has become a new trend in the catering industry. Fast food companies have been launching vegetarian products because artificial meat requires less water and land resources than traditional livestock and has lower carbon emissions. This study explores the influence of consumers’ attitude, subjective norms (SNs), and perceived behavioral control (PBC) on their purchase intention for vegetarian burgers from the product knowledge (PK) and environmental concern (EC) perspectives. Based on the theory of planned behavior, the purchase intention of people from different food cultures to pay for fast food burgers is discussed. Five hundred questionnaires were distributed, of which 436 were valid. The results revealed that: (1) consumers’ SNs, PBC, and EC significantly affect purchase intention (PI), and SNs and PK have no significant relationship with PI; and (2) vegetarians are willing to pay higher prices than nonvegetarians. This study recommends that industry personnel should attempt to increase consumers’ knowledge regarding artificial meat and expand marketing channels to improve the convenience of purchasing artificial meat foods by conducting lectures and media promotion, respectively. |
| first_indexed | 2024-03-10T19:22:38Z |
| format | Article |
| id | doaj.art-414cb882bd86475aacb35f15fb016216 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-10T19:22:38Z |
| publishDate | 2020-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-414cb882bd86475aacb35f15fb0162162023-11-20T02:50:06ZengMDPI AGFoods2304-81582020-06-019674510.3390/foods9060745Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial MeatYou-Cheng Shen0Han-Shen Chen1Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung City 40201, TaiwanDepartment of Health Diet and Industry Management, Chung Shan Medical University, Taichung City 40201, TaiwanGreen consumption is an emerging environmental topic receiving global attention. Because livestock production is a primary source of greenhouse gas emission, the “low-carbon diet” has become a new trend in the catering industry. Fast food companies have been launching vegetarian products because artificial meat requires less water and land resources than traditional livestock and has lower carbon emissions. This study explores the influence of consumers’ attitude, subjective norms (SNs), and perceived behavioral control (PBC) on their purchase intention for vegetarian burgers from the product knowledge (PK) and environmental concern (EC) perspectives. Based on the theory of planned behavior, the purchase intention of people from different food cultures to pay for fast food burgers is discussed. Five hundred questionnaires were distributed, of which 436 were valid. The results revealed that: (1) consumers’ SNs, PBC, and EC significantly affect purchase intention (PI), and SNs and PK have no significant relationship with PI; and (2) vegetarians are willing to pay higher prices than nonvegetarians. This study recommends that industry personnel should attempt to increase consumers’ knowledge regarding artificial meat and expand marketing channels to improve the convenience of purchasing artificial meat foods by conducting lectures and media promotion, respectively.https://www.mdpi.com/2304-8158/9/6/745sustainable food systemsglobal changedietary diversityfood environmentsconsumer behavior |
| spellingShingle | You-Cheng Shen Han-Shen Chen Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat Foods sustainable food systems global change dietary diversity food environments consumer behavior |
| title | Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat |
| title_full | Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat |
| title_fullStr | Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat |
| title_full_unstemmed | Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat |
| title_short | Exploring Consumers’ Purchase Intention of an Innovation of the Agri-Food Industry: A Case of Artificial Meat |
| title_sort | exploring consumers purchase intention of an innovation of the agri food industry a case of artificial meat |
| topic | sustainable food systems global change dietary diversity food environments consumer behavior |
| url | https://www.mdpi.com/2304-8158/9/6/745 |
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