Determinants of Plant-based Meat Intake Intention

Plant-based meat is one of the most commercialized alternative protein foods, and its market size is increasing worldwide. Media often emphasizes such an increase is led by vegetarians’ preferences. This study begins with asking whether vegetarians’ roles are so crucial in the market and aims to understand their intake intention for plant-based meat. For this study, we use Decision-Tree model to identify vegetarians' characteristics and use logistic regression and ordered logistic regression to analyze the determinants of intake intention for plant-based meat. Results show the followings: First, main determinants of intake intention for plant-based meats were interest in health, food safety and the environment. Second, vegetarians' preferences for plant-based meat was not so high as media has emphasized. This study is meaningful in that it identifies determinants of intake intention for plant-based meat and suggests future strategies for consumption enhancement.