Addressing Vegetarians’ Pessimistic Beliefs Towards Plant Oils to Override Consumer Behaviour - Theory of Planned Behaviour

Lipids are an essential part of the human diet affecting biological processes and reducing disease development. Plant-based oils, specifically sterols, compounds for cellular composition proliferation. As vegetarians refrain from consuming animal products, although many versions this lifestyle exist, plant oils their only source fat intake. Extracted fats fatty acids; hence study aims to address knowledge pessimistic perceptions understand vegetarian consumer choice through Theory Planned Behaviour. Despite extensive research on lifestyle, a approach understanding in plant-based has been less than satisfactory. A qualitative design was selected conduct one-to-one in-depth interviews with seventeen participants that met eligibility criteria. Recruitment based purposive sampling drawn social media groups provide insight into views oils. thematic analysis conducted using computer-assisted software package NVivo 12 Plus. Pessimistic lack functionality acids may lead nutrient deficiencies. The identified three major themes related towards oils: 1) misconceptions 2) oil harvesting manufacturing, 3) challenges health claims. These conflicts nutritional status by either avoiding or lessening extracted due misinformation uninformative labelling. present highlights vegetarians’ It argues more prone deficiencies need informative food labelling enable consumers make comprehensive choices.