Articles

Assessing Consumer Perceptions and Intentions Toward Plant-Based Meat: Scale Development and Exploration

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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.

The Influence of Social Media Influencers on Consumers’ Purchase Intentions for Electric Cars Mediated by Brand Image, Consumer Attitude, and Moderated by Green Attitude

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The purpose of this study is to aim to analyze the effect of Social Media Influencers on consumer purchase intentions on Electric cars with Brand Image variables as mediation and Green Attitude Variables as moderation. The research sample in this study were consumers who used and did not use electric cars with knowledge about electric cars in Indonesia in the 2020-2024 research year. This research method uses a quantitative approach with data collection techniques through questionnaires distributed to social media users, users and non-users of electric cars in Indonesia. The theoretical framework is built based on the latest literature review on digital marketing, consumer behavior and sustainability issues in the automotive industry. The results of the study can be expected to contribute new insights into the effectiveness of Social Media Influencers in the context of environmentally friendly products on the topic of Electric cars. The practical implications of this study can help marketers and policy makers in designing effective communication strategies to increase the adoption of Electric vehicles in Indonesia.