Publicação
Are environmental concerns enough to increase purchase intention of plant-based protein products? A moderation effect study in the portuguese market
| Resumo: | One of the primary causes of an increase in the popularity of plant-based diets is environmental concerns. This study aims to investigate the relationship between environmental concerns and the intention to buy plant-based protein products—as well as whether other factors like diet type and product quality have an effect on this relationship. To achieve it, a quasi-experimental study was conducted through a survey, collecting responses from 274 Portuguese, both vegetarian/vegan or animal-protein eaters, in order to assess their perspective on the topic. The results of the conducted survey show that type of diet definitely reinforces the importance of environmental concerns when purchasing plant-based protein products, especially in animal-protein eaters. It also shows that, when the products are high-quality, a higher level of environmental concerns increases purchase intention of the products. Finally, when combining both factors, environmental concerns positively influence purchase intention in animal-based dieters when the products are high-quality, and negatively influence plant-based dieters when the products are low-quality. These results suggest that, despite environmental concerns’ positive effect on purchase intention of plant-based protein products, other factors like type of diet or product quality must not be ignored. The results will be discussed, and their implications for the marketing area explored. |
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| Autores principais: | Carvalho, Beatriz Esteves Mendes de |
| Assunto: | Plant-based protein Type of diet Environmental Concerns Purchase Intention SDG 3 - Good health and well-being SDG 12 - Responsible Consumption and Production SDG 13 - Climate action SDG 15 - Life on land |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | One of the primary causes of an increase in the popularity of plant-based diets is environmental concerns. This study aims to investigate the relationship between environmental concerns and the intention to buy plant-based protein products—as well as whether other factors like diet type and product quality have an effect on this relationship. To achieve it, a quasi-experimental study was conducted through a survey, collecting responses from 274 Portuguese, both vegetarian/vegan or animal-protein eaters, in order to assess their perspective on the topic. The results of the conducted survey show that type of diet definitely reinforces the importance of environmental concerns when purchasing plant-based protein products, especially in animal-protein eaters. It also shows that, when the products are high-quality, a higher level of environmental concerns increases purchase intention of the products. Finally, when combining both factors, environmental concerns positively influence purchase intention in animal-based dieters when the products are high-quality, and negatively influence plant-based dieters when the products are low-quality. These results suggest that, despite environmental concerns’ positive effect on purchase intention of plant-based protein products, other factors like type of diet or product quality must not be ignored. The results will be discussed, and their implications for the marketing area explored. |
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