From taste to purchase: Understanding the influence of sensory perceptions and informed tasting on plant-based product purchases - An extension of the theory of planned behavior.

Abstract

Although suggestions to shift towards plant-based diets have been proposed and consumers have indicated their willingness to reduce meat consumption, there is a scarcity of research exploring consumers' attitudes and intentions regarding plant-based products. Therefore, this study analyzes consumers’ hedonic sensory acceptance and its impact on the attitudes and predictors associated with purchase intentions. Data were collected from 132 consumers using a validated questionnaire designed on the Qualtrics platform. IBM SPSS 29 software was used to analyze the descriptive statistics of consumers' attitudes toward plant-based products, and SmartPLS software was employed to identify the factors influencing their purchase intentions. The results showed that consumers held moderate attitudes towards plant-based products. They rated their perceived behavioral control, subjective norms, and perceptions of the sensory characteristics of these products as high. However, they reported a moderate level of satisfaction after tasting the product. The results of the structural equation modeling analysis demonstrated that four factors significantly influenced consumers' intention to purchase plant-based products: perceived behavioral control, sensory perceptions, attitude, and informed tasting. This study provides empirical evidence to explain the factors influencing Spanish consumers' decisions to purchase plant-based products, holding promising implications for future product development in Spain and other European countries.