The interplay of social and intrapersonal factors in plant-based food consumption: a comprehensive analysis using the SOR, signaling and protection motivation theories
本研究整合SOR理论、信号理论和保护动机理论，通过627份问卷数据，发现社会因素（社交媒体、同伴影响）和内部因素（环境、动物福利、健康关注）通过自我表达收益和反应效能感知影响植物性食品购买意愿，为餐饮经营者提供营销启示。
Purpose Food production and consumption increasingly contribute to environmental and health-related concerns leading consumers to adopt new eating behaviors which further align with their values. This study aims to identify how social and internal factors influence consumers’ self-expressive benefits and perceptions of response efficacy resulting in intentions toward plant-based food decisions. Design/methodology/approach Stimulus-organism-response (SOR) theory, signaling theory and protection motivation theory (PMT) provided a theoretical framework for the conceptual model. A total of 627 responses were collected via a questionnaire and analyzed using covariance-based structural equation modeling. Findings The results revealed that social factors (social media and peer influence) and internal factors (environmental, animal welfare and health concerns) had an effect on perceptions of response efficacy. Of the above only environmental concern did not influence self-expressive benefits while the rest had a significant effect. Both self-expressive benefits and response efficacy positively influenced intentions to purchase plant-based food. Practical implications The present findings offer valuable insights for restaurant operators aiming to enhance their business by offering plant-based food options. Given the significant impact of social factors on consumers’ self-expressive benefits and response efficacy, restaurant operators should prioritize communication with potential and former customers through social media platforms. Originality/value This study enriches the understanding of the motivations underlying the adoption of plant-based diets by integrating insights from SOR, Signaling and PMT theories, thereby providing valuable implications for both theory and practice relating to dietary behavior.