Exploring factors determining German consumers’ intention to eat meat alternatives

A growing number of consumers indicate that they are reducing the amount of meat they eat or are completely abstaining from meat consumption. Some of them have partly shifted to meat substitutes. In order to gain insights into the factors determining the decision to eat or not to eat meat alternatives, the present study extends the Theory of Planned Behavior ([TPB]{.caps}) with three factors: animal welfare, environmental and health concerns. Based on a quantitative online study conducted in Germany we empirically test the hypothesized model using structural equation modeling. Results show that the constructs--attitude and subjective norms--significantly influence the behavioral intention to eat meat alternatives. Furthermore, health concerns are a significant direct and animal welfare concerns a significant indirect predictor of consumers' intention to consume alternative meat products. Contrary to the conclusions of prior literature, environmental concerns have no influence.