Understanding t he Role of Health Consciousness in the C onsumption of P lant-Based Meat Alternatives: A Sequential Mediation Model
Plant-based meat substitutes (PBMA) offer a way to lessen the negative effects of human activity and consumption on the environment and to achieve sustainability in the food sector. This study investigates the role of health consciousness in the consumption of PBMA. We conducted a cross-sectional su...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Luminous Insights
2023-10-01
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| Series: | Journal of Sustainable Marketing |
| Subjects: | |
| Online Access: | https://luminousinsights.net/articles/JSM-2023-110.pdf |
| _version_ | 1797636534896164864 |
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| author | Andrea Milena Sánchez Romero Richard Ladwein |
| author_facet | Andrea Milena Sánchez Romero Richard Ladwein |
| author_sort | Andrea Milena Sánchez Romero |
| collection | DOAJ |
| description | Plant-based meat substitutes (PBMA) offer a way to lessen the negative effects of human activity and consumption on the environment and to achieve sustainability in the food sector. This study investigates the role of health consciousness in the consumption of PBMA. We conducted a cross-sectional survey-based study with a sample of 317 French consumers. Our findings indicate that health consciousness is positively associated with awareness of PBMA. They also reveal that the effect of health consciousness on willingness to consume the products is serially mediated through awareness and attitudes toward buying the products. As such, consumers may benefit from receiving additional information that identifies the benefits of buying and eating PBMA. Consequently, managers are advised to consider promoting PBMA as compatible with multiple foodstuffs and easy-to-cook products. They also might want to raise awareness among consumers by creating long-term communication campaigns emphasizing the experiential value of consuming PBMA and holding in-store cooking classes led by expert chefs to teach consumers how to cook the products. |
| first_indexed | 2024-03-11T12:36:35Z |
| format | Article |
| id | doaj.art-6116fd2ae67e4eb78d14b5fbed96a7fd |
| institution | Directory Open Access Journal |
| issn | 2766-0117 |
| language | English |
| last_indexed | 2024-03-11T12:36:35Z |
| publishDate | 2023-10-01 |
| publisher | Luminous Insights |
| record_format | Article |
| series | Journal of Sustainable Marketing |
| spelling | doaj.art-6116fd2ae67e4eb78d14b5fbed96a7fd2023-11-05T21:51:10ZengLuminous InsightsJournal of Sustainable Marketing2766-01172023-10-01121https://doi.org/10.51300/JSM-2023-110Understanding t he Role of Health Consciousness in the C onsumption of P lant-Based Meat Alternatives: A Sequential Mediation ModelAndrea Milena Sánchez Romero0https://orcid.org/0000-0003-0154-8513Richard Ladwein1https://orcid.org/0000-0003-0062-510XEA 3849 CleRMa, Université Clermont Auvergne, F-63008, Clermont Ferrand, FranceLEM UMR 9221, University School of Management, Université de Lille, F-59043, Lille, FrancePlant-based meat substitutes (PBMA) offer a way to lessen the negative effects of human activity and consumption on the environment and to achieve sustainability in the food sector. This study investigates the role of health consciousness in the consumption of PBMA. We conducted a cross-sectional survey-based study with a sample of 317 French consumers. Our findings indicate that health consciousness is positively associated with awareness of PBMA. They also reveal that the effect of health consciousness on willingness to consume the products is serially mediated through awareness and attitudes toward buying the products. As such, consumers may benefit from receiving additional information that identifies the benefits of buying and eating PBMA. Consequently, managers are advised to consider promoting PBMA as compatible with multiple foodstuffs and easy-to-cook products. They also might want to raise awareness among consumers by creating long-term communication campaigns emphasizing the experiential value of consuming PBMA and holding in-store cooking classes led by expert chefs to teach consumers how to cook the products.https://luminousinsights.net/articles/JSM-2023-110.pdfawarenesshealth consciousnessplant-based meat alternativesustainable dietwillingness to eat |
| spellingShingle | Andrea Milena Sánchez Romero Richard Ladwein Understanding t he Role of Health Consciousness in the C onsumption of P lant-Based Meat Alternatives: A Sequential Mediation Model Journal of Sustainable Marketing awareness health consciousness plant-based meat alternative sustainable diet willingness to eat |
| title | Understanding t
he Role of Health Consciousness in the C
onsumption
of
P
lant-Based Meat Alternatives: A Sequential Mediation Model |
| title_full | Understanding t
he Role of Health Consciousness in the C
onsumption
of
P
lant-Based Meat Alternatives: A Sequential Mediation Model |
| title_fullStr | Understanding t
he Role of Health Consciousness in the C
onsumption
of
P
lant-Based Meat Alternatives: A Sequential Mediation Model |
| title_full_unstemmed | Understanding t
he Role of Health Consciousness in the C
onsumption
of
P
lant-Based Meat Alternatives: A Sequential Mediation Model |
| title_short | Understanding t
he Role of Health Consciousness in the C
onsumption
of
P
lant-Based Meat Alternatives: A Sequential Mediation Model |
| title_sort | understanding t he role of health consciousness in the c onsumption of p lant based meat alternatives a sequential mediation model |
| topic | awareness health consciousness plant-based meat alternative sustainable diet willingness to eat |
| url | https://luminousinsights.net/articles/JSM-2023-110.pdf |
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