An Application of the Theory of Planned Behaviour to Predict Intention to Consume Plant-Based Yogurt Alternatives

Abstract

This study attempts to predict plant-based yogurt consumers' intention to consume plant-based yogurt alternatives in Denmark employing Ajzen's theory of planned behaviour as a theoretical framework. An online survey was conducted among 265 consumers recruited through convenience (snowball) sampling. The results from structural equation modelling analysis show that attitude (β = 0.216, <i>p</i> < 0.001), perceived behavioural control (self-efficacy) (β = 0.229, <i>p</i> < 0.001) and perceived sensory attributes (β = 0.324, <i>p</i> < 0.001) positively and significantly influenced consumers' intention to consume plant-based yogurt alternatives. However, subjective norms (β = 0.106, <i>p</i> = 0.087) and perceived barriers (β = -0.051, <i>p</i> = 0.414) did not influence consumers' intention to consume plant-based yogurt alternatives. Further, objective knowledge showed no significant influence on attitudes (β = 0.077, <i>p</i> = 0.242) and intention (β = -0.029, <i>p</i> = 0.603) towards plant-based yogurt alternatives. The intention (β = 0.677, <i>p</i> < 0.001) to consume plant-based yogurt alternatives showed a strong positive correlation with the behaviour to consume plant-based yogurt alternatives. The results from logistic regression indicated that socio-demographic characteristics, gender, education, income and region of residence were significantly associated with consumption of plant-based yogurt alternatives. Thus, focusing on consumers' attitudes and self-efficacy and improving the organoleptic characteristics might promote the consumption of plant-based yogurt alternatives in Denmark and similar countries.