Environmental awareness on plant-based meat consumption in Vietnam
Phan, Khanh (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022061017325
https://urn.fi/URN:NBN:fi:amk-2022061017325
Tiivistelmä
This thesis research aims to examine one factor that influences Vietnamese consumers willingness to purchase meat substitutes, which is environmental awareness. Three hypotheses were drawn to measure consumers environmental awareness, effect of said awareness on plant-based alternatives consumption, and whether it affects willingness for continuous consumption. An empirical study was constructed, which collected 151 responses (n= 151) through quantitative methodology.
The results revealed that even though there exists a high environmental awareness among Vietnamese consumers, especially the young population, there is no correlation between awareness and consumption level of plant-based meat, as meat is still perceived as a necessity to consumers dietary. However, despite not resulting in a direct impact and visible increase in plant-based meat consumption, higher environmental awareness has some correlation with consumers’ willingness to incorporate plant-based meat to their diets. That said, further research is needed to examine factors regarding consumption, as the findings also indicate a certain level of influence from religious and spiritual factors among Vietnamese consumers.
The results revealed that even though there exists a high environmental awareness among Vietnamese consumers, especially the young population, there is no correlation between awareness and consumption level of plant-based meat, as meat is still perceived as a necessity to consumers dietary. However, despite not resulting in a direct impact and visible increase in plant-based meat consumption, higher environmental awareness has some correlation with consumers’ willingness to incorporate plant-based meat to their diets. That said, further research is needed to examine factors regarding consumption, as the findings also indicate a certain level of influence from religious and spiritual factors among Vietnamese consumers.