Unpacking Consumer Purchase Intentions Toward Plant-Based Meat Alternatives: An Integrated TPB–VAB Approach Using PLS-SEM, fsQCA, and NCA

TL;DR

This study explores what drives consumers to buy plant-based meat in Taiwan using a mix of psychological theories and statistical methods.

Contribution

The study integrates TPB and VAB models with multiple analytical techniques to uncover complex consumer behavior toward plant-based meat.

Findings

Environmental and health consciousness significantly influence consumer attitudes toward plant-based meat.

Six distinct condition combinations lead to high purchase intention according to fsQCA.

Environmental consciousness, health consciousness, and TPB components are necessary conditions for purchase intention.

Abstract

Plant-based meat alternatives (PBMAs) are gaining momentum in response to rising demand for sustainable and healthier diets. Drawing on an integrated framework combining the Theory of Planned Behavior (TPB) and the Value–Attitude–Behavior (VAB) model, this study explores key determinants shaping consumers’ purchase intention towards PBMAs in Taiwan. This study performed Partial Least Squares Structural Equation Modelling (PLS-SEM), fuzzy-set qualitative comparative analysis (fsQCA) and necessary condition analysis (NCA) to evaluate the formation of consumers’ PBMA purchase intention. The PLS-SEM results revealed that both environmental consciousness and health consciousness exert a significant influence on consumer attitudes, which, together with subjective norms and perceived behavioral control, positively predict purchase intention. fsQCA revealed six distinct combinations of conditions leading to high purchase intention, while NCA identified environmental consciousness, health consciousness, and the three TPB components as necessary conditions. The results highlight the mediating role of attitude and underscore the value of integrating multiple analytical perspectives to capture the complexity of consumer decision-making. This research advances both theoretical understanding and practical application by elucidating the psychological mechanisms underpinning PBMA adoption and by providing evidence-based implications for strategic marketing within the plant-based food sector.

Figures