ABSTRACT
Keywords: Plant-based meat, Meat alternatives, Plant protein, Sustainable food products, Theory of planned behavior, Purchase intention.
People have started realizing the drawbacks of animal-based meat, such as concerns over animal welfare, consumer health and environmental protection. In order to solve these issues, alternative meats such as plant-based meat substitutes have recently been developed. Plant-based vegetarian meat product industry has been growing so rapidly, because it caught attentions from not only vegetarian people but also from non-vegetarian people. Thus the characteristics of these substitute meats that influence non-vegetarian consumers' purchase intentions must be determined. The current study focused on the Theory of Planned Behavior and investigated the variables that can affect non-vegetarian customers' purchasing intentions for plant-based vegetarian meat products. Therefore, our objectives were to investigate the factors affecting intentions to purchase plant-based vegetarian meat products. This study used an online survey, and 447 non-vegetarian people took part, their replies to survey questions were used to investigate connections between the factors and desire to buy. The results confirmed that non-vegetarian customers' intentions toward plant-based vegetarian meat products are positively influenced by attitude and perceived behavioral control. The findings of this study is believed to offer practical recommendations for persuasive marketing communications concerning plant-based meat substitutes.

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