Abstract :

This paper introduces a comprehensive multidimensional scale designed to assess consumer perceptions and intentions regarding plant-based meat (PBM) products. In light of the global shift toward sustainable food choices, this study addresses the need for a holistic instrument to gauge various facets of PBM adoption. The scale comprises five core dimensions: (1) Perceived Benefits of PBM, encompassing health, environmental, and ethical considerations; (2) Perceived Barriers to PBM, encompassing concerns related to taste, protein content, texture, price, and sustainability; (3) Consumer Attitudes Toward PBM, reflecting sensory experiences and perceived similarity to traditional meat; (4) Awareness of PBM, assessing knowledge of PBM existence and prior consumption; and (5) Purchasing Intentions of PBM, measuring intentions based on factors such as taste, health benefits, sustainability, price, labeling, and positioning.

The exploratory factor analysis (EFA) findings indicate that the multidimensional scale effectively captures the intricate nature of consumer perceptions regarding PBM. Notably, consumer attitudes toward PBM are influenced by sensory experiences and perceived product similarity to traditional meat. Additionally, perceived benefits, including health, environmental sustainability, and ethical considerations, significantly influence consumer attitudes and purchasing intentions. Conversely, perceived barriers, encompassing concerns about taste, protein content, and price, may present obstacles to PBM adoption. The scale’s dimensions offer practical implications for marketers, policymakers, and scholars. Marketers can tailor their product positioning to emphasize factors such as taste, health benefits, and sustainability. Policymakers can design effective public health campaigns and policies to promote sustainable and healthier dietary choices. Scholars can utilize the scale to conduct in-depth research on PBM adoption, enabling cross-cultural comparisons, longitudinal studies, and intervention assessments.

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Keywords :

awareness, barriers, Consumer Attitude, Perceived Benefits, Plant based meat, Purchasing intention.

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