The Effect of Novel and Environmentally Friendly Foods on Consumer Attitude and Behavior: A Value-Attitude-Behavioral Model

Extreme weather conditions have intensified due to manufactured environmental damage in recent years. To reduce the environmental impact on the Earth, many consumers seek to change their dietary patterns to protect the environment and voluntarily switch to a vegetarian diet. Past studies have found that the transition from nonvegetarian to vegetarian is not easy, but promoting the consumption of alternative foods such as plant-based meat alternatives should help consumers gradually reduce their dependence on meat during the transition period of changing their eating habits. This study was designed to apply the value-attitude-behavior model (VAB) to study the consumption attitude and behavior of novel and environmentally friendly foods such as plant-based meat alternatives, and the novelty of plant-based meat alternatives was included as an intervening variable for discussion. In this study, 376 valid questionnaires were collected from college students in Taiwan, and the recovery rate of valid questionnaires was 94%. It was found from the analysis of results that perceptions of green value and animal welfare value had a significantly positive effect on attitude, while attitude and product knowledge also had a significant positive effect on behavior; however, the novelty of plant-based meat alternatives products did not have an interference effect on the relationship between product knowledge and behavior. Based on the research findings of this study, it is suggested that when introducing plant-based meat alternatives products, food companies should not only let consumers understand that they are based on environmental friendliness and animal welfare values but also enhance the marketing and promotion of product knowledge to increase consumers’ confidence in purchasing plant-based meat alternatives and reduce their consumption concerns.