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An Application of the Theory of Planned Behaviour to Predict Intention to Consume Plant-Based Yogurt Alternatives
| Content Provider | MDPI |
|---|---|
| Author | Pandey, Sujit A. Ritz, Christian Perez-Cueto, Federico |
| Copyright Year | 2021 |
| Description | This study attempts to predict plant-based yogurt consumers’ intention to consume plant-based yogurt alternatives in Denmark employing Ajzen’s theory of planned behaviour as a theoretical framework. An online survey was conducted among 265 consumers recruited through convenience (snowball) sampling. The results from structural equation modelling analysis show that attitude (β = 0.216, p < 0.001), perceived behavioural control (self-efficacy) (β = 0.229, p < 0.001) and perceived sensory attributes (β = 0.324, p < 0.001) positively and significantly influenced consumers’ intention to consume plant-based yogurt alternatives. However, subjective norms (β = 0.106, p = 0.087) and perceived barriers (β = −0.051, p = 0.414) did not influence consumers’ intention to consume plant-based yogurt alternatives. Further, objective knowledge showed no significant influence on attitudes (β = 0.077, p = 0.242) and intention (β = −0.029, p = 0.603) towards plant-based yogurt alternatives. The intention (β = 0.677, p < 0.001) to consume plant-based yogurt alternatives showed a strong positive correlation with the behaviour to consume plant-based yogurt alternatives. The results from logistic regression indicated that socio-demographic characteristics, gender, education, income and region of residence were significantly associated with consumption of plant-based yogurt alternatives. Thus, focusing on consumers’ attitudes and self-efficacy and improving the organoleptic characteristics might promote the consumption of plant-based yogurt alternatives in Denmark and similar countries. |
| Starting Page | 148 |
| e-ISSN | 23048158 |
| DOI | 10.3390/foods10010148 |
| Journal | Foods |
| Issue Number | 1 |
| Volume Number | 10 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2021-01-12 |
| Access Restriction | Open |
| Subject Keyword | Foods Tourism, Leisure, Sport and Hospitality Plant-based Yogurt Alternative Theory of Planned Behaviour Knowledge Sensory Attributes Denmark |
| Content Type | Text |
| Resource Type | Article |
