Factors affecting consumer's plant-based meat alternatives buying intention in Ho Chi Minh City

Abstract

The purpose of this research is to determine which factors that could highly affect the buying intention of plant-based meat of people currently living in Ho Chi Minh City. Owing tremendously to previous paper regarding the topic of plant-based alternatives, as well as reaction to environmental labels, 5 factors were proposed for this research: Health Consciousness, Subjective Norms, Attitudes toward plant-based alternatives, Affective response to advertisements, and Skepticism towards Environmental claims. 250 samples were collected for the study, which was then analyzed by utilizing Cronbach’s Alpha coefficients and EFA. We found 4 factors affecting the Purchase Intention on buying plant- based meat products except Skepticism towards Environmental claims . The learning of this study provides marketers with guidelines to improve product consideration for plant-based meat alternatives in Ho Chi Minh City.