An application of the theory of planned behaviour to predict intention to consume plant-based yogurt alternatives

Sujita Pandey*, Christian Ritz, Federico Jose Armando Perez-Cueto

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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Abstract

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.

Original languageEnglish
Article number148
JournalFoods
Volume10
Issue number1
Number of pages13
ISSN2304-8158
DOIs
Publication statusPublished - 2021
Externally publishedYes

Keywords

  • Denmark
  • Knowledge
  • Plant-based yogurt alternative
  • Sensory attributes
  • Theory of planned behaviour

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