Exploring consumers’ attitude and adoption intention toward plant-based meat alternatives in South India: Key drivers and barriers

Consumers are increasingly adopting plant-based diets driven by concerns about health, animal welfare, and the environment. This study examines the factors influencing consumers’ attitudes and adoption intention toward plant-based meat alternatives (PBMA) in Coimbatore city of South India, employing the Theory of Planned Behavior. Key variables include perceived meat importance, initial reactions (food curiosity and food neophobia), relative motivational factors (health, environmental, and animal welfare concerns), and food choice determinants. Data were collected from 285 respondents through a direct survey and analyzed using Partial Least Squares Structural Equation Modeling. The findings revealed that food neophobia and perceived meat importance negatively influence attitude toward PBMA, whereas animal welfare concern and food choice determinants, including sensory appeal and healthiness, positively influence consumers’ attitude. Furthermore, attitudes toward PBMA and perceived behavioral control were found to have a significant positive effect on consumers’ adoption intentions. Increasing awareness and educating consumers about the benefits of PBMA, along with implementing effective pricing strategies and developing more cost-effective, energy-efficient production techniques, could significantly expand the market while catering to the unique preferences of Indian consumers.