The Influence of Vegetarian Choice Attributes and Perceived Value on Attitude and Behavioral Intention

Abstract

This research studied the influential relationship of vegetarian choice attributes, perceived value, attitude, and behavior intention. The survey was conducted from April 17, 2022 to November 12, 2022, targeting vegetarians who are active in the vegetarian community. Hypotheses were tested on the collected data using SPSS win 22.0 and AMOS 22.0 programs. As a result of the study, health and religion showed a significant influence (+) on cost value in vegetarian choice attributes and perceived value and a significant influence (+) on emotional value and altruistic value in animal welfare and eco-friendliness. Stability indicated a significant influence (+) on emotional value. While emotional value and altruistic value indicated a significant influence (+) on attitude in the effects perceived value has on attitude, cost value did not indicate a significant influence on attitude. Cost value and emotional value displayed a significant influence (+) on behavioral intention in the relationship between perceived value and behavioral intention, whereas altruistic value did not display a significant influence. Attitude showed a significant influence (+) on behavioral intention. The purpose of this research is to study perceived value, attitude, and behavioral intention according to vegetarian choice attributes. It is hoped that this study will help establish strategic marketing plans of the vegetarian market that is gradually developing in the food service industry and contribute to the progress of vegetarian research and forming sound vegetarian culture.