Food and Fermentation Industries >

2021 , Vol. 47 >Issue 7: 335 - 340

DOI: https://doi.org/10.13995/j.cnki.11-1802/ts.026365

Purchasing intention and influencing factors of plant-based meat product: An empirical study of consumers in Wuhan

  • SHEN Cong ,
  • WEI Mingxia ,
  • SHENG Yilong
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  • 1(School of Management,Henan University of Technology,Zhengzhou 450001,China)
    2(School of Management,Wuhan Institute of Technology,Wuhan 430205,China)

Received date: 2020-12-03

  Revised date: 2020-12-18

  Online published: 2021-05-20

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Abstract

With the rapid development of plant-based meat market,in order to gain insight into consumers’ purchasing intention and the influencing factors,a research model of consumers’ plant-based meat purchasing intention was constructed in this paper by using the survey data of 202 consumers in Wuhan as a sample.Results showed that perceived characteristic,such as consumers’ perceived experience and perceived trust have a significant impact on their purchase intention,while perceived usefulness does not have a significant impact on consumers’ purchase intention.Product properties such as price setting,technical risk, and flavor indirectly affect consumers’ purchase intention by influencing consumers’ perceived characteristic.Price setting has the most significant impact on consumers’ perception characteristic, followed by technical risk and flavor.This research helps to better understand consumers’ willingness and concern to purchase plant-based meat products in first-tier cities.The research conclusions can provide reference for plant-based meat manufacturers to better develop products and for retail companies to stimulate consumers’ purchase enthusiasm.

Key words： plant-based meat product; consumer; product property; perceived characteristic; purchase intention

Cite this article

SHEN Cong , WEI Mingxia , SHENG Yilong . Purchasing intention and influencing factors of plant-based meat product: An empirical study of consumers in Wuhan[J]. Food and Fermentation Industries, 2021 , 47(7) : 335 -340 . DOI: 10.13995/j.cnki.11-1802/ts.026365

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