Consumers’ Purchasing Intent Regarding Conventional, Plant-Based, and Cultured Meats

In today’s market, there are a growing number of meat options, from conventional to plant-based cultured meat. As result, agricultural and food companies need understand what influences consumer purchases in order communicate about these options future changes the marketplace. This study surveyed \ sample Ohio consumers (n = 1,250) 18 older, which was matched state population. Data were collected on Theory Planned Behavior (TPB) attributes attitudes toward purchasing, subjective norms, perceived behavioral control purchasing intent conventional, plant-based, meats. Descriptive results TPB showed significant differences between options. The biggest difference observed norms Additionally, logistic regression consumers’ current intent, with meat, be most affected by norms. Current buying found attitudes. industry should use this information better shape advertising messaging For agriculturalists pay attention interests perhaps include some social elements since it is influenced Further research explore all but especially