Drivers of Purchase Intentions toward Plant-based meat: The Role of Health Motivations

Procedures

Thank you for your interest in this study. We strongly value your opinion, as your answers will serve to advance research and practice in the area of marketing and consumer behavior. The survey should take approximately 5 minutes to complete. 

Confidentiality

All provided information will remain confidential and will only be reported as group data without any possibility to identify respondents. The data collected will be used solely for research purposes. The study is fully funded by our university and we do not report any industry or company interests. 

Participation

Participating to this research study is voluntary. You have the right to withdraw at anytime or refuse to participate. However, if you wish to participate, we expect that you will pay attention to the questions throughout de questionnaire. Failing to spot the questions meant to verify that you are paying attention may invalidate your results.

Questions about the Research

You will be given an opportunity to provide feedback about this task at the end of the questionnaire. Should you have any further questions or concerns, please feel free to contact Linshan Zhang at linshan.zhang@tbs-education.org

Thank you very much for your participation!

Unless otherwise stated, please indicate the extent to which you agree with the following statements using the scale provided (1 = Strongly disagree, 7 = Strongly agree).

1.  Have you ever heard of plant-based meat products (e.g., Beyond Meat, Impossible Burger, or similar products)?
2. Health Motivation
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I actively try to maintain a healthy lifestyle.
I am motivated to choose foods that are good for my health.
I often think about how my food choices affect my long-term health.
I care about the nutritional value of the foods I consume.
Improving my health is an important goal in my daily life.
3. Attitude Toward Plant-based Meat
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I have a positive attitude toward plant-based meat.
I believe that plant-based meat is a good food option.
I find plant-based meat appealing.
Overall, I feel favorable toward plant-based meat.
4. Perceived Barriers
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The texture of plant-based meat products is unpleasant.
Plant-based meat products are difficult to find in my regular supermarket.
I feel that plant-based meat is an "ultra-processed" food.
I feel that plant-based meat is less nutritious than real animal meat.
I lack knowledge about the ingredients and composition of plant-based meat products.
The taste of plant-based meat products is not comparable to that of real animal meat.
5. Purchase Intention
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I would consider purchasing plant-based meat in the near future.
I am willing to try plant-based meat products.
I intend to buy plant-based meat the next time I shop for groceries.
If given the opportunity, I would choose plant-based meat products.
6. Meat Attachment
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I enjoy eating meat.
I feel that a meal is incomplete without meat.
I would find it hard to give up eating meat.
Please select “5” for this statement.
Meat is an important part of my diet.
I prefer meals that contain meat rather than plant-based alternatives.
7. What is your age?
8. What is your gender?
9. What is your highest level of education?
10. How often do you eat meat?
11. Have you ever tried plant-based meat?
12. Country of residence.
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