Pengaruh Environmental Concern, Health Concern, Animal Welfare, dan Price terhadap Niat Pembelian Plant-Based Meat

Abstract

Tren makanan berbasis nabati semakin berkembang secara global, termasuk di Indonesia. Salah satu produk yang diminati adalah Plant-Based Meat (PBM). Penelitian ini bertujuan untuk menganalisis pengaruh environmental concern, health concern, animal welfare, dan price terhadap niat pembelian PBM. Penelitian ini menggunakan desain cross-sectional dan dipilih secara voluntary sampling kepada 209 contoh dengan kriteria bekerja atau berpenghasilan, serta mengetahui produk PBM. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis deskriptif dan uji korelasi menggunakan SPSS 25, sedangkan untuk uji SEM menggunakan SmartPLS 3.0. Hasil uji korelasi menunjukkan bahwa tidak terdapat hubungan yang signifikan antara karakteristik demografis contoh dengan niat pembelian PBM. Analisis SEM menunjukkan bahwa health concern dan animal welfare berpengaruh signifikan terhadap attitude toward behavior. Selanjutnya, price dan attitude toward behavior berpengaruh signifikan terhadap niat pembelian PBM. Temuan ini memberikan implikasi bagi pembuat kebijakan dan pemasar dalam mendorong adopsi PBM melalui pendekatan berbasis motivasi konsumen.

The trend of plant-based food is growing globally, including in Indonesia. One of the popular products is plant-based meat (PBM). This study aims to analyze the influence of environmental concern, health concern, animal welfare, and price on the purchase intention of PBM. This study used a cross-sectional design and voluntary sampling of 209 participants who were employed or had income and were aware of PBM products. Data were collected through a questionnaire and analyzed using descriptive analysis and correlation tests with SPSS 25, while SEM was tested using SmartPLS 3.0. The correlation test results showed no significant relationship between the demographic characteristics of the participants and the purchase intention of PBM. SEM analysis showed that health concern and animal welfare had a significant influence on attitude toward behavior. Furthermore, price and attitude toward behavior had a significant influence on the purchase intention of PBM. These findings provide implications for policymakers and marketers to promote PBM adoption through approaches that consider consumer motivation.