Social representations of plant-based meat among Taiwanese consumers and the moderating effect of food neophobia on willingness to try — a mixed-methods approach

Purpose This study applied social representations theory and employed a mixed-methods approach to elucidate Taiwanese consumers’ views regarding plant-based meat (PBM) and potential determinants of their willingness to try PBM. The moderating effect of food neophobia was also analyzed. Design/methodology/approach In the first phase of the study, 48 individuals participated in in-depth focus group interviews. In the second phase, 490 responses to an online questionnaire on the findings in the first phase were collected. Moderated regression analysis was conducted. Findings Three of the five social representations that were identified in the interviews were discovered in the quantitative analysis to positively contribute to consumers’ willingness to try PBM: perceived benefits of eating PBM, perceived trust in the PBM supply chain and perceived social norms regarding plant-based dietary trends. Food neophobia was discovered to inhibit consumers’ willingness to try PBM. In addition, food neophobia positively moderated the association between perceived benefits of eating PBM and willingness to try PBM. However, it turned the otherwise positive association between perceived social norms regarding plant-based dietary trends and willingness to try PBM into a negative one. Originality/value The present study contributes to the literature by analyzing how social representations of PBM affect the determinants of consumers’ willingness to try PBM and the moderating role of food neophobia in these effects. These findings have key marketing implications with regard to boosting the popularity of novel food products.