Plant-base Meat as Future Alternative: A Study of Malaysian Consumers Purchase Intention

Abstract

A large scales livestock production will lead to the greenhouse effect and gas emissions. Excessive greenhouse gas emissions and changes in climate are believed to be the main contributor to several serious global threats and global warming. However, recent fake halal meat cases in Malaysia had cause doubt among Malaysian consumers in purchasing meat products. As an option, plant-base meat may offer as a safer alternative for both meat and Halal demand. Plant-based meat is an alternative for conventional meat in terms of texture, taste, and appearance. Thus, this research intended to measure consumer purchase intention for plant-based meat products under the attribute of attitude, subjective norm, perceived behavioral control, product knowledge, and environmental concern. Total of 155 respondents participated in this survey and the questionnaire are widely distributed using the application of Google Form during Covid-19 Movement control Order (MCO). The correlation results portray consumer purchase intention on plant-based meat products is significant and correlated towards attitude, subjective norms, perceive behavioral control, product knowledge and environmental concern.