Conference proceeding
Factors Influencing Buying Behaviour of Plant-Based Foods
Australian and New Zealand Marketing Academy Conference (ANZMAC) 2021: Something Different
Australian and New Zealand Marketing Academy Conference (University of Melbourne, 29/11/2021 - 01/12/2021)
12/2021
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Abstract
Plant-based (PB) food has health and environmental benefits and avoids animal cruelty. Despite these advantages, the proportion of vegetarians and vegans in the Australian population has increased only marginally in recent years. The consumer behaviour-related factors leading to meat-reduced diets have been explored in some studies. However, the literature on transitioning consumers from meat-based to PB diets is conceptually fragmented and lacks a theoretical framework. A research model is developed based on the Theoretical Domains Framework, which accounts for 12 domains within the COMB components: Capability (e.g., skills, behavioural regulation), Motivation (e.g., emotions, reinforcement), and Opportunity (e.g., environmental context and resources). The proposed model also accounts for the moderating effect of consumer dietary types with behaviour. Quantitative data has been collected via an online survey through the Qualtrics survey platform. The study reports the preliminary analysis of the pilot study. The research will extend our knowledge about transitioning consumers toward PB foods.
Details
- Title
- Factors Influencing Buying Behaviour of Plant-Based Foods
- Creators
- Gurmeet Kaur Matharu (Author) - Southern Cross UniversityGolam Sorwar (Contributor) - Southern Cross UniversitySimon John Wilde (Contributor) - Southern Cross University
- Publication Details
- Australian and New Zealand Marketing Academy Conference (ANZMAC) 2021: Something Different
- Conference
- Australian and New Zealand Marketing Academy Conference (University of Melbourne, 29/11/2021 - 01/12/2021)
- Number of pages
- 7
- Identifiers
- 991013089412602368
- Academic Unit
- Faculty of Business, Law and Arts; Information Technology
- Language
- English
- Resource Type
- Conference proceeding