Influence of altruistic and biospheric values on vegetarians' intentions to repurchase plant-based foods

Purpose The current study employed the value–belief–norm model to examine whether vegetarians' altruistic and biospheric values impact their beliefs about animal welfare and the environment, and whether these beliefs influence personal norms and their intentions to repurchase plant-based (PB) foods. Design/methodology/approach Data were collected from October to December 2023; a total of 714 Taiwanese vegetarians participated in the survey. SmartPLS software for partial least squares structural equation modeling was used to test the study's hypotheses. Findings The results showed that biospheric values significantly influenced both animal welfare and environmental beliefs, whereas altruistic values significantly affected animal welfare beliefs. Both animal welfare and environmental beliefs substantially influenced personal norms regarding PB foods. Additionally, personal norms motivated intentions to repurchase PB foods. All results were statistically significant at p < 0.001. Originality/value As vegetarians are the primary consumers of PB foods, understanding how their values shape beliefs, norms, and repurchase intentions is essential for marketers seeking to transition consumers to PB diets or vegetarians to veganism. This study offers insights to help PB food marketers craft communication and positioning strategies for current vegetarians or potential PB consumers by aligning with vegetarians' values and beliefs.