| dc.description.abstract | In this study, an investigation was carried out to examine the internal and external
factors affecting consumers' intention to buy plant-based meat in Ho Chi Minh City. In
addition, a unique model was devised by integrating Guilt with Attitude (one of the three
essential components of The Theory of Planned Behavior). Data was collected through an
online survey on the Google Forms platform to validate this model from a sample of 304
Vietnamese consumers residing in Ho Chi Minh City.
The results indicate that consumers who prioritize environmental and health
awareness are likely to develop a positive attitude towards the purchase of plant-based
meat products. Furthermore, attitudes and guilt associated with the purchase of
conventional animal meat also positively affected the intention to purchase plant-based
alternatives. These findings highlight the rational and emotional factors associated with
intention to purchase organic food and have important implications for key stakeholders
in driving intention to purchase plant-based meat. The research provides valuable insights
for managers and marketers, offering essential understanding of consumer behavior
towards sustainable consumption and the opportunity to enhance future business models. | en_US |
