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This study aims to analyze the push and pull factors and its relationship with the theory of planned behavior about non-vegetarians’ intentions to buy plant-based meat products. Previous studies seldom explored the intention of non-vegetarians’ intention to buy plant-based meat products.

An online survey was conducted among 447 non-vegetarians to investigate these relationships. Partial least squares-structural equation modeling (PLS-SEM) was employed to scrutinize the data.

Among the push factors product safety and flavor positively influence consumers’ attitude, whereas environmental protection and flavor positively influence subjective norms. Animal welfare, environmental protection and flavor positively influence perceived behavioral control. Among the pull factors, curiosity, product nutrition and price positively influence consumer attitudes toward plant-based meat products. Curiosity and price also positively influence subjective norms, but only product nutrition positively influences perceived behavioral control. On the other hand, the results also confirm that non-vegetarian customers' intentions to buy plant-based meat products is primarily influenced by attitude and perceived behavioral control, whereas subjective norms do not influence the intention to buy plant-based meat products. This study also reveals that there exists a moderating influence from perceived behavioral control between attitude and intention to buy plant-based meat products, whereas the moderating effect of perceived behavioral control on subjective norms and intention is insignificant.

The findings of this study offer practical recommendations for persuasive marketing strategies associated with plant-based meat substitutes.