Environmental consciousness, perceived health benefits, and social media marketing in Malaysians’ plant-based product purchase intentions: an integrated SOR–TRA model

Plant-based products are becoming an integral part of sustainable human diet choices owing to environmental deterioration and health concerns. Drawing on the Stimulus-Organism-Response and Theory of Reasoned Action frameworks, this study examines the associations between environmental consciousness, perceived health benefits, social media marketing and Malaysian consumers’ purchase intentions on plant-based products, with attitude serving as a mediating role. A total of 337 responses were collected from a sample of consumers in Klang Valley, Malaysia, using the purposive sampling method. All proposed hypotheses were assessed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings demonstrate a positive association between environmental consciousness, perceived health benefits, and social media marketing with attitudes toward plant-based products. Additionally, the findings confirm that attitudes toward plant-based products are positively associated with purchase intention. Notably, consumer attitudes were identified as having a critical mediating role in translating these factors into purchase intentions. This study offers several theoretical and practical implications for researchers, practitioners, and policymakers aimed at fostering the adoption of plant-based products and supporting sustainable consumption.