What Attributes of Meat Substitutes Matter Most to Consumers? The Role of Sustainability Education and the Meat Substitutes Perceptions

Given the rising environmental, health, and food safety concerns, advantages of meat substitutes are garnering increased attention. Applying extended theory planned behavior, this study explored what aspects positively influence consumer purchase intention associated with attitude, subjective norms, behavioral control. In addition, level consumers’ education in sustainability was analyzed for its potential moderating effect within proposed model. A total 319 responses obtained from Korean consumers were used. The analysis results revealed that health attributes improved environmental enhanced attitude control but had no significant on norms. Further, norms led to a positive controls substitutes’ intention. Our significantly relationship between This provides an integrative framework allows systematic understanding regarding substitutes. model may be useful exploring other influential can lead more ultimately enhance consumption.