A Novel Model to Predict Plant-Based Food Choice-Empirical Study in Southern Vietnam

Abstract

The beneficial advantages of plant-based diets towards human beings have been well addressed over the last few decades. More and more people are now enjoying plant-based diets for their physical health, psychological health, animal rights, environment protection, etc. However, there are still many stereotypes about the lifestyle. Hence, this study aims at identifying key factors affecting the plant-based food choices so that we can propose feasible implications to widely promote plant-based diets across communities for their better health, eudemonic well-being and life satisfaction as well as the sustainable survival of our beloved planet—“Mother Earth”. Based on statistical analysis results of data collected from 1477 participants in 10 out of 19 provinces/cities in Southern Vietnam, the plant-based food choice is found significantly affected by not only gender and marriage status but also by a so-called SHOULD Model, where: (1) S refers to Spirituality and Social relationships; (2) H refers to Health concerns; (3) O refers to Opulence of plant-based foods and Outlook on life; (4) U refers to Understanding of human body structures; (5) L refers to Love towards animals; and (6) D refers to Diet knowledge. Among the identified factors, “understanding of human body structures” and “outlook on life” are two new factors proposed in this study, fulfilling the existing literature about the determinants of plant-based food choice. From such findings, some managerial implications are proposed to not only promote plant-based lifestyle but also help to develop plant-based food business in practice.

Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing

“…PBP Introduction/Definition Participant unprompted definition of what they think a PBP is Participant response to PBP definition for this study To contextualise the study 2. PBP Choice Motivations Participants asked their motivations for consuming PBPs To investigate ‘motivation’ dimension in Rosenfeld and Burrows ( 2017a ) UMVI conceptual model, and to investigate identified motivations in Nguyen et al’s ( 2020 ) SHOULD model 3. PBP Brand Familiarity and Perceptions Familiarity, usage, perceptions and availability of a range of PBP market brands and own brands To investigate the attribute of ‘brand’ and other PBP attributes which emerged unprompted (Apostolidis and McLeay 2016Symmank 2019 ; Hoffmann et al 2020 ) 4.…”

“…Examples stated which align with codes have been indicated Pro-social and moral motivations 1,2 Animal welfare 1,2 Environmental concern 1 Sociocultural motivations 2 Household influence 3 Recommendation from peers 3 Cultural influence 3 Product attributes Extrinsic 3,4,5,7 Food claim 4 Price 4,5,6 Labelling 4,5 Packaging 4,5 Product information 4 Nutritional information 5 Origin of food 5,6 Production method 6 Brand 4,5,6 Convenience 5 4 Symmank ( 2019 ) 5 Hoffmann et al ( 2020 ) 6 Apostolidis and McLeay ( 2016 ) Intrinsic 3,4,7 Appearance 4 Texture 4 Taste 4 Ingredients 3,7 4 Symmank ( 2019 ) Product development and marketing Considerations for labelling* Marketing ploy* Perceptions of PB terminology* *Own elaboration Considerations for retailing* Availability* Considerations for product development* Food preparation* Functionality* Innovation* New product idea* Protein substitute* Ready prepared products* Satiety* Sustainability* Trade-offs* Concerns PB not sufficient* Freshness* * Own elaboration = new codes developed from data. Rosenfeld and Burrow ( 2017b ), Nguyen et al ( 2020 ), and Apostolidis and McLeay (2016) = PB literature used to develop codes. Symmank ( 2019 ) and Hoffmann et al ( 2020 ) = sources outside of the PB literature used to develop codes which corroborate current knowledge and ensure more comprehensive coding …”

“…The motivation dimension of Rosenfeld and Burrows ( 2017a ) UMVI model was elaborated on in a subsequent paper by the authors ( 2017b ), where they defined motivation as “ an internalization that informs one's goals, assigns personal meaning to one's food choices, and directly stimulates one to follow a dietary pattern ” (p. 460), and identified categories of motivations impacting on consumer PBP choice (pro-social, personal and moral). Nguyen et al ( 2020 ) later developed a conceptual model related to plant-based food choice motivations (termed the SHOULD model), listing various factors which can motivate plant-based food consumption (Spirituality, Social relationships, Health concerns, Opulence of PB foods, Outlook on life, Understanding of human body structures, Love towards animals, Diet knowledge). The motivation dimension of the UMVI model is of interest as it is one in which consumers have control over, therefore consumers have a level of agency when shopping to choose certain products for certain reasons.…”

Edukasi Perilaku Hidup Sehat dengan Mengkonsumsi Makanan Berbasis Tanaman Pada Masa Pandemi Covid-19

“…Konsumsi makanan berbasis tanaman memiliki keuntungan oleh apa yang disebut Model SHOULD, dimana: (1) S mengacu pada spirituality and social relationships atau spiritualitas dan hubungan sosial; (2) H mengacu pada Health atau masalah kesehatan; (3) O mengacu pada outlook on life yaitu pandangan hidup; (4) U mengacu pada understanding of human body structures atau pemahaman tentang struktur tubuh manusia; (5) L mengacu pada love towards animals atau cinta terhadap hewan; dan (6) D mengacu pada diet knowledge atau pengetahuan diet (Nguyen et al, 2020).…”

“…Makanan berbasis tanaman adalah pilihan yang baik karena telah ditunjukkan bahwa diet membawa manfaat dalam hal kesehatan fisik, kesehatan psikologis, hak-hak hewan dan perlindungan lingkungan. Terdapat tujuh faktor yang mempengaruhi makanan herbal, termasuk: masalah kesehatan, spiritualitas, kecintaan terhadap hewan, masalah lingkungan, pengetahuan makanan, skema makanan mewah dan hubungan sosial (Nguyen et al, 2020). Berdasarkan uraian tersebut maka perlu diadakan edukasi mengenai makanan berbasis tanaman di SMKN 8 Surabaya.…”