Young consumers’ purchase intentions towards plant-based products during the global climate crisis and Coronavirus pandemic.

Abstract

The COVID-19 pandemic and climate crisis have impacted individuals’ purchasing habits across many sectors. Plant-based products are one of the burgeoning sustainable products demanded by consumers. This research investigated the traditional green behaviour antecedents, namely environmental knowledge, environmental concern, attitude towards plantbased products, moral attitude, subjective norm and perceived behavioural control influencing plant-based product purchase intention, relative to health consciousness and concerns about the COVID-19 pandemic, not considered by previous South African research, to address the climate crisis in an emerging economy that is most vulnerable to climate change. A conceptual framework was developed, based on an extension of the Theory of Planned Behaviour. Data was collected through the personal administration of questionnaires, from registered students at the five UKZN campuses. The positivist paradigm and cross-sectional quantitative, descriptive-correlational empirical research method were applied. Quota sampling resulted in 381 respondents. Exploratory factor analysis, descriptive analysis and structural equation modelling were employed. The data revealed that plant-based product adoption among young South African consumers is still in its infancy, albeit gaining momentum, as this cohort intends purchasing plant-based products for ecological reasons. The direct positive and significant predictors of influencing plant-based product purchase intention were subjective norm, moral attitude, and attitude towards plant-based products; with environmental concern, environmental knowledge, and concerns about the COVID-19 pandemic serving as predictors of influencing plant-based product purchase intention through attitude towards plant-based products. By understanding these factors, green marketers can devise appropriate tactics that support and promote influencing plant-based product purchase intention. This study also contributes evidence of young consumers’ plant-based product purchase intentions and underscores the need for climate change education, plant-based product awareness and government intervention, thereby increasing young consumers’ knowledge and willingness to adopt plant-based products during two major social issues facing mankind today.