The plant-based movement through the moderated mediation model: the roles of health consciousness and marketing strategies toward entrepreneurial and consumer behaviors

Purpose This study investigates the dynamic interplay between health-conscious behaviors, attitudes toward plant-based foods and consumers’ purchasing decisions, incorporating perspectives from both end consumers and entrepreneurial stakeholders. Through the integration of quantitative analyses derived from structured consumer survey data and qualitative insights obtained from industry practitioners, the research provides a nuanced understanding of the mechanisms through which individual health motivations are translated into behavioral intentions. Design/methodology/approach Using a convergent parallel mixed-methods design, quantitative data from 422 consumers were analyzed using partial least squares and Macro Process Model 15. Also, the qualitative insights were gathered from eight plant-based food entrepreneurs for further investigation. Findings The study reveals that preventing noncommunicable diseases (NCDs) is a key motivator for plant-based food consumption. Health-conscious behavior significantly influences attitudes and purchase intentions, with attitudes acting as a mediating factor. Product, place and promotional strategies strengthen these relationships, while price has no significant influence on plant-based food products’ purchasing intentions. Research limitations/implications This research introduces the theoretical implications of the SAVE framework, which encompasses strategic marketing, attitude shaping, value-driven health positioning and enhancing purchase intention, providing a novel conceptual lens for examining and leveraging health-conscious consumer behavior within the plant-based food market in the nearest future. Practical implications The findings offer actionable guidance for marketers and businesses aiming to engage health-conscious consumers, emphasizing the importance of non-price marketing mix elements and attitude-shaping strategies to promote plant-based dietary practices. Originality/value This study advances the understanding of the key factors that consumers perceive as determinants of their purchasing intentions toward plant-based food products.