From Plate to Planet: Factors Influence Thai Consumers’ Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food

Abstract

Introduction: This study investigates the factors influencing Thai consumers’ acceptance of plant-based food products. Drawing upon the Theory of Planned Behavior (TPB) attitudes, subjective norms, perceived behavioral control, Diffusion of Innovation Theory (DOI), personal innovativeness and environment concern, are examined as predictors of adoption intention and actual behavior.   Methods: The quantitative approaches collected data with convenience sampling method from Thai consumers using online questionnaires. A structural equation modelling (SEM) was employed to analyse the confirmatory factor analysis and path analysis on relationships among variables and hypothesis testing.   Results: The findings reveal significant positive relationships between attitudes, subjective norms, environmental concern, and personal innovativeness to adoption intention through actual behavior of plant-based food products. Perceived behavioral control did not impact adoption intention.   Discussion: The results underscore the importance of attitudes, environmental concern, subjective norms and personal innovativeness in shaping consumer behaviour towards plant-based foods. Plant-based entrepreneurs can promote adoption to behavior on product launching using various factors across research fields as marketing strategies and communication tools regarding increase the product adoption and revenue growth.