From taste to purchase: Understanding the influence of sensory perceptions and informed tasting on plant-based product purchases - An extension of the theory of planned behavior

Abstract

Although suggestions to shift towards plant-based diets have been proposed, and consumers have indicated their willingness to reduce meat consumption, there is a scarcity of research exploring consumers’ attitudes and intentions regarding plant-based products. Therefore, this study analyses consumers’ hedonic sensory acceptance and its impact on the attitudes and predictors associated with purchasing intentions with regard to various plantbased products. Data were collected from 132 consumers using a validated questionnaire designed on the Qualtrics platform. Statistical package for the social sciences software was used to analyze the descriptive statistics relating to consumers’ attitudes towards plant-based products, and partial least squares structural equation modeling was employed to identify the factors influencing their purchasing intentions. The results showed that consumers have tended to adopt moderate attitudes towards plant-based products. They rated their perceived behavioral control, subjective norms, and perceptions of the sensory characteristics of these products as high. However, they also reported only a moderate level of satisfaction after tasting the product. The results of the structural equation modelling analysis demonstrated that four factors significantly influenced consumers’ intentions to purchase plant-based products: perceived behavioral control, sensory perceptions, attitude, and informed tasting. This study contributes to existing knowledge and provides empirical support for explaining the factors influencing Spanish consumers’ decisions to purchase plant-based products. These findings have promising implications for the future sales of plant-based food products in Spain and other European countries.