Consumer Satisfaction and Purchase Intention towards Plant-Based Alternative Food : Applying the Extended Theory of Planned Behavior

Objective: This study aims to address the limitations of the Theory of Planned Behavior (TPB) by incorporating price sensitivity and health interest into the Extended Theory of Planned Behavior (ETPB) to analyze factors influencing satisfaction and purchase intention for plant-based alternative foods. Methods: A survey was conducted in May 2024 with 300 adults who had purchased plant-based alternative foods within the past six months. Structural equation modeling was performed using AMOS 23.0 to test the hypotheses. Results: Positive attitudes and subjective norms positively impacted satisfaction, while perceived behavioral control was not significant. Price sensitivity negatively affected satisfaction, whereas health interest positively influenced it. Satisfaction significantly contributed to purchase intention. Implications: Emphasizing health benefits and addressing price concerns can boost satisfaction and purchase intention, offering valuable insights into sustainable consumption.