@inproceedings{01HD3JCWJMW7NNFBFX3RPKNXC8,
  abstract     = {{The OECD projects that by 2031, meat supplies will elevate to almost 400 MT to meet global demands, correspondingly increasing total greenhouse gas (GHG) emissions by 9%. Meat consumption has been associated with many health adversities, such as diabetes and cardiovascular disease. The environmental and health challenges related to meat production and consumption have thus contributed to the rise of new plant-based food (PBF) products. In Europe, the market growth of PBF products is encouraging, with a total sales value of around EUR 3.6 billion in 2020. Plant-based meats (PBM) are some of the most popularly developed PBF products, with countries such as France, Germany, the Netherlands and Sweden already producing and marketing their own PBM products to European consumers. However, European consumers’ acceptance of PBM products is generally lower than conventional meat. One of the barriers to PBF consumption is related to consumers’ information needs, but social media (SM) can nowadays help alleviate these needs through information dissemination. Therefore, the objective of this study is to investigate whether consumers’ SM involvement mediates the relationship between consumers’ pro-meat-reduction attitudes and their PBM purchase intention. Data were collected from European countries (AT, DK, FR, DE, IT, NL, PL, RO, ES, UK), with a total of 4589 omnivore respondents. Linear regression with mediation analyses was conducted via SPSS PROCESS v4.2 with pro-meat reduction attitudes as the independent variable and PBM purchase intention as the dependent variable. Two SM-related variables, namely likelihood to use SM to find PBF information and trust towards PBF information from SM were utilized as the mediators. Preliminary analyses showed that SM-related variables partially mediated the pro-meat reduction attitudes towards PBM purchase intention. The result suggests SM can be a driver to satisfy consumers’ need of information regarding PBF products and increase their purchase intentions.}},
  articleno    = {{G077}},
  author       = {{Rini, Listia and Bayudan, Simoun Rainier and Faber, Ilona and Frøst, Michael Bom and Perez-Cueto, Federico J. A. and Schouteten, Joachim and De Steur, Hans}},
  booktitle    = {{15th Pangborn Sensory Science Symposium (Pangborn 2023), Book of Abstracts}},
  keywords     = {{Social media,Plant-based meat,Meat reduction,Purchase intention}},
  language     = {{eng}},
  location     = {{Nantes, France}},
  pages        = {{G077:334--G077:334}},
  title        = {{European consumers’ purchase intentions towards plant-based meat products : the mediation effect of social media involvement}},
  year         = {{2023}},
}