The consumption of meat is a topic of concern because of its environmental and ethical implications. Consequently, plant-based meat alternatives have gained popularity. However, the consumption of these alternatives remains limited and understanding the factors that influence consumers’ intentions to consume them is vital. Current study aims to examine the crucial factors (i.e., knowledge of sustainable food production, problem awareness, outcome efficacy, descriptive social norms, injunctive social norms, and personal norms) that affect consumers’ intentions to consume plant-based meat alternatives, promoting (...) sustainable and ethical food choices. For this purpose, an online survey was conducted and data from 397 participants in China were analyzed using partial least squares structural equation modeling. The findings revealed that knowledge of sustainable food production, problem awareness, outcome efficacy, descriptive social norms, injunctive social norms, and personal norms had significant positive influences on the intention to consume plant-based meat alternatives. Findings can assist policymakers and practitioners in developing targeted strategies to promote sustainable and ethical food choices among consumers, such as improving their knowledge of sustainable food production, raising awareness of problems, promoting social norms, and fostering personal norms related to plant-based meat alternatives consumption. (shrink)

This study explored the relationship between egoistic, altruistic and biospheric values and pro-environmental attitudes, as well as their impact on the pro-environmental behaviours of Indian consumers. India is currently facing the burgeoning challenge of a rapidly increasing urban population, which is leading to waste segregation issues in households and the need for sustainable green products due to rising awareness among consumers. The goal of this research was to understand the effect of Indian consumers’ values and pro-environmental attitudes on the following (...) three specific behaviours: waste-sorting intention, green-consumption intention and social-activity intention. The authors found that values were positively related to pro-environmental attitudes, which in turn positively impacted the three pro-environmental behaviours. These findings suggest that, in order to strengthen individuals’ perceptions of the individual benefits of a cleaner and better environment, marketers should promote responsible consumption in tandem with government policymakers. (shrink)