Meat, without meat: a TPB and VBN integration to understand intention to consume new generation of plant-based meat alternatives

Purpose New generation of plant-based meat alternatives (PBMAs) offers a sustainable alternative for mitigating the environmental strain associated with conventional meat production by offering a substitute that mimics the sensory properties of meat itself. However, the success of a novel food depends on consumer acceptance. Psychosocial literature has already shown that the theory of planned behaviour (TPB) and the value-belief-norm (VBN) model are solid frameworks for understanding and predicting healthy and sustainable food choices. Design/methodology/approach This study tests the integration of TPB and VBN with green self-identity and food neophobia to understand the intention to consume PBMAs. To this end, 317 Italian consumers (Mean age = 20.70) completed a self-report questionnaire to assess the variables studied. Findings Structural equation modelling revealed that attitude, subjective norms, perceived behavioural control and moral norms, significantly predict intention. Notably, subjective norms influenced moral norms, and green self-identity positively affected attitude, while food neophobia negatively impacted intention. The data indicate that simply raising awareness or informing individuals may not promote lasting behavioural changes, especially for novel foods such as PBMAs. On the contrary, strategies based on social influence and leveraging moral obligations towards the environment could be particularly effective. Research limitations/implications First and foremost, given the gap between the intention to engage in a certain behaviour and the actual acting out of the behaviour itself, the lack of a behaviour measurement is to be acknowledged as the most pressing limitation of the study. The study has limitations due to its sample, which is not representative of the Italian population because it is skewed towards women and younger adults. Additionally, the study did not consider other factors that could influence the intention to consume PBMAs, such as trust in producers, meat attachment, and political orientation. Practical implications This study has practical implications for promoting PBMAs. The findings suggest that strategies focused on social influence and moral obligations could be effective in encouraging PBMAs consumption. Educational campaigns and workshops could highlight the ethical and environmental benefits of PBMAs while emphasizing social norms and expectations. Additionally, addressing food neophobia through strategies such as exposure and information provision may be necessary to increase acceptance of these novel foods. Social implications Findings suggest that social influence can shape individuals' moral perceptions about what is considered right or wrong in the context of food consumption. This highlights the interplay between social and moral factors in driving sustainable food choices. It is recommended that stakeholders take this into account by conducting educational campaigns or workshops that not only explain the ethical reasons for consuming plant-based alternatives but also emphasize how this aligns with societal trends and expectations (as for example, partnering with prominent community figures who advocate for PBMAs consumption for ethical reasons). Originality/value The study highlights the significant role of normative influences (subjective and moral norms) in predicting the intention to consume PBMAs, a novel contribution that can inform interventions aimed at leveraging social influence to encourage the adoption of more sustainable diets.