Maybe eating more local food is what we need: qualitative views on plant‐based food among Thai consumers

Abstract

SummaryOne way to increase the consumption of nutritious diets as part of the Sustainable Development Goals (SDGs) is by promoting plant‐based (PB) food consumption. Many food companies have been trying to develop innovative PB food products, while some policymakers have been promoting PB diet patterns. This research aims to gain an in‐depth understanding of consumer PB food attitudes and factors affecting consumers' PB food choices. In‐depth interviews with semi‐structured questions and a projective technique were conducted with 28 participants (n = 28) in Chiang Mai, Thailand, in March–April 2022. Quota sampling was based on the equal age and gender of the participants (age between 18–75 years old). Thematic analysis was carried out to identify themes that emerged from the interview. The results revealed that PB food attitudes varied based on age. Among more senior consumers, the PB term was new to them. They perceived local dishes are mainly from plants. For the younger generation, PB food was perceived as fake meat with unnecessary food additives. PB food price was a critical factor for consumer food choice. However, consumers might be persuaded to consume more PB food due to its nutritional benefits and situational factors. A new PB food product concept can be developed from local dishes instead of PB products that have been successfully launched abroad. PB food campaigners can raise awareness about certain ethnic foods instead of giving broad advice about the PB diet concept.