Factors Impacting Plant-Based Meat Product Consumption: A Consumer Survey Conducted in a New First-Tier City in China

In recent years, the worldwide plant-based meat sector has undergone substantial and rapid expansion. The swift advancement of plant-based meat products in the Chinese market is ascribed to changes in customer dietary preferences. To accelerate the rapid expansion of China's plant-based meat sector, it is essential to conduct research on consumer demand trends. Citespace was utilized in this study to conduct a bibliometric analysis of research pertaining to plant-based meat. A study model was then created to analyze the primary elements affecting the consumption behavior of plant-based meat products. This study employs Zhengzhou as a case study to construct a research model to examine consumers' inclination to purchase plant-based meat products. The model is derived from survey data obtained from 570 consumers. The findings indicate that the characteristics of plant-based meat products significantly influence consumers' purchase intentions and consumption behaviors by shaping their perceptual activity. Price rationality, technical security, and flavor richness are three principal factors influencing customer purchasing of plant-based meat products. The perceived value and trust of consumers can somewhat mediate the influence of plant-based meat consumption behavior. This study offers significant insights into purchasing intentions and consumer behavior in first-tier cities in China. The outcomes of this study can provide a beneficial framework for imitation meat producers to improve product development and stimulate customer interest in the plant-based meat market.