Analysis of Decisive Elements in the Purchase of Alternative Foods Using Bivariate Probit Model

Abstract

There has been growing attention among major developed countries to alternative food products using vegetable-derived ingredients to help animal welfare and environmental sustainability. The development of ICT technology and awareness of animal welfare, health, and environmental damage have led to a rise in alternative food products. This study explains consumer selection attributes for alternative foods in categories of intrinsic and extrinsic attributes, storage and usage, ethical consumption, awareness of the environment, and vegetarianism. It also intends to clarify the connection between purchase intentions and purchase preferences caused by selection attributes. The bivariate probit model (BPM) was used to quantitatively analyze consumers’ selection attributes for alternative foods. Element analysis was conducted on twenty-three variables for alternative food selection attributes to derive five elements: quality and safety, environmental awareness, product specifications, ethical consumption, and storage and usage. Analysis indicated that of the five selection attributes, quality and safety and ethical consumption significantly affected vegetarian or semi-vegetarian purchase intentions and preferences. This study intends to identify the elements that affect consumer purchase intentions for alternative foods introduced from an expanding alternative food market, investigate directions for future food development, and provide useful information for consumption promotion strategies.