Relationship between Personal Values and Intentions to Purchase Plant-Based Meat Alternatives: Application of the Dual Concern Theory
Ha-Won Jang, Meehee Cho
Abstract
This study examines consumers' intentions to purchase plant-based meat alternatives (PBMA), which have been created to protect animal rights, the global environment, and consumers' health. Data from 319 Korean consumers were analyzed to establish a causal relationship among personal values (egoistic, biospheric, and social-altruistic), the dual concern theory (anticipated positive effect and empathetic concern), and PBMA purchase intentions. Multigroup analysis was performed for all paths according to generation, divided into Generation MZ and the older generation; "MZ" is a compound term referring to millennials and Generation Z, who have grown up in a digital environment; this collective generation comprises individuals born after 1980. Our analysis revealed that, among personal values, biospheric and social-altruistic values had positive effects on both anticipated positive effect and empathetic concern. In turn, these aspects positively influenced PBMA purchase intentions. Particularly, anticipated positive effect had a strong influence. Finally, a moderating effect was confirmed for two paths, and only Generation MZ demonstrated the enhancing influence of biospheric value on both anticipated positive effect and empathetic concern. This study has several implications and contributes to the sustainable growth and development of PBMA and the overall food service industry.