Given sustainability concerns, consumers have been urged to boost their plant-based protein intake. However, limited research has been conducted on the habitual intake of plant-based proteins, and variations in factors contributing to intake across different regions have resulted in a gap in understanding consumer intentions within the island of Ireland (IOI).
This research applied an extended theory of planned behaviour model to predict intention to regularly consume foods based on plant proteins (FBPP). A representative survey (N = 998) was conducted on the IOI. Multiple regression was used to determine factors that predict consumer intentions towards regularly consuming FBPP.
The extended model accounted for 66% of the variance in intentions. Attitudes were the strongest predictor of intention, followed by subjective norms and perceived behaviour control. Additionally, consumers with greater trust in farmers exhibited lower intentions to regularly consume FBPP, highlighting a strong connection between farmers and consumers in FBPP selection. Consumers with stronger beliefs perceive FBPP as healthy, environmentally friendly, tasty and convenient, fostering a more favourable attitude. Conversely, consumer beliefs that FBPP is solely for vegetarians or harmful to farmers’ livelihoods contributed to negative attitudes.
This study is the first to examine consumer intention to regularly consume food based on plant proteins. It is also the first to examine this topic on the IOI, which is traditionally reliant on animal agriculture. The study’s focus on trust in supply chain units, especially farmers, as a key part of sustainable development is also novel.
