EMBRACING GREEN EATS: A PRELIMINARY EXPLORATION OF WILLINGNESS TO TRY PLANT-BASED MEAT
DOI:
https://doi.org/10.55197/qjssh.v5i3.360Keywords:
Plant-Based Meat (PBM), willingness to try, Social Cognitive Theory (SCT), dietary choices, perceptionAbstract
Demand for plant-based meat (PBM) alternatives is growing steadily in Malaysia, as reflected in the increasing number of these products sold in major grocery stores today. Unlike meat substitutes of the past, this often lacked the taste and appearance of real meat and tended to have an artificial aftertaste. The technological advancements allow PBM to closely resemble actual meat in both taste and appearance nowadays. It serves as an alternative to conventional meat in terms of texture, taste, and appearance. Therefore, this research aims to examine consumers' willingness to try PBM. The study engaged 213 respondents, and the data were analysed quantitatively using descriptive and inferential statistics. The current findings indicate that a majority of the respondents held favourable views on the characteristics of PBM, agreeing that it is a viable dietary alternative. Furthermore, the findings revealed that younger consumers exhibiting higher positive perceptions and readiness to try PBM. These empirical findings provide valuable insights for local government authorities and manufacturers to understand the level of willingness to try PBM and seek to enhance awareness and recognition of PBM as a dietary alternative, complementing existing dietary choices.
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