The Influence of Vegetarians’ Food Concerns on Perceived Consumer Effectiveness, Attitudes, Repurchase Intentions and Willingness to Pay a Premium Price for Plant-Based Meat Alternatives food: The Mediating Role of PCE

Objective: The purpose of this study is to explore the influence of vegetarian consumers’ food concerns on PCE and attitudes toward PBMAs, Furthermore, it examines how attitudes affect repurchase intention and willingness to pay a premium. This study proposes a unique model examining the mediating role of PCE in attitudes toward PBMAs. Methods: Using a sample of 211 vegetarians who had purchased PBMAs with in the last 6 months. The collected data were analyzed with SEM. Results: The results showed that PCE directly mediated animal and environmental concerns on attitudes. However, the health concerns weren’t found to influence to the attitude on PBMAs. The attitude had a positive effect on the repurchase intention and willingness to pay a premium price. Implications: The findings provide valuable data for PBMAs producers, sellers and distributors in understanding their vegetarian consumers.