An Application of the Theory of Planned Behaviour to Predict Intention to Consume Plant-Based Yogurt Alternatives
2021
Sujita Pandey | Christian Ritz | Federico Jose Armando Perez-Cueto
This study attempts to predict plant-based yogurt consumers&rsquo: intention to consume plant-based yogurt alternatives in Denmark employing Ajzen&rsquo: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 (&beta: = 0.216, p <: 0.001), perceived behavioural control (self-efficacy) (&beta: = 0.229, p <: 0.001) and perceived sensory attributes (&beta: = 0.324, p <: 0.001) positively and significantly influenced consumers&rsquo: intention to consume plant-based yogurt alternatives. However, subjective norms (&beta: = 0.106, p = 0.087) and perceived barriers (&beta: = &minus:0.051, p = 0.414) did not influence consumers&rsquo: intention to consume plant-based yogurt alternatives. Further, objective knowledge showed no significant influence on attitudes (&beta: = 0.077, p = 0.242) and intention (&beta: = &minus:0.029, p = 0.603) towards plant-based yogurt alternatives. The intention (&beta: = 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&rsquo: attitudes and self-efficacy and improving the organoleptic characteristics might promote the consumption of plant-based yogurt alternatives in Denmark and similar countries.
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