Plant-Based Meat Products Marketing Mix on Customer Purchase Intention: Role of Trust and TPB
Global food systems account for extensive negative environmental and health consequences, and switching to plant-based foods would be a solution to lighten the pressure over environmental and reducing the negative health impacts. Green marketing mix elements are key tools for implementing marketing strategies aimed at convincing customers to buy green. As the lack of trust and motivation is reported to be an obstacle to building the intention, we explore the role of the theory of planned behaviour (TPB) and trust, as TPB’s background, to investigate how a green marketing mix would influence customer purchase intention through trust and TPB.
Hypotheses were tested empirically using a questionnaire on a sample of 441 customers, focusing on plant-based meat products. A partial least squares structural equation modelling (PLS-SEM) was applied to analyse the content and constructs of the proposed research model.
Green value is mostly perceived through promotion, places, and products. On the other hand, green perceived risk is mainly affected by product, price, and place. Trust positively impacts TPB construct (attitude, perceived behavioural control (PBC) and subjective norm); however, only attitude and PBC affect the intention. Moreover, a wide gap between intention and behaviour has been observed.
No empirical study has simultaneously considered trust with TPB to investigate the impact of green marketing mix practices. The present study’s findings will provide insights into the green food manufacturer on customer behaviour and improve the effectiveness of the implementation of marketing mix activity for plant-based alternatives which are new to the market.
Keywords: Green Marketing Mix, Trust, TPB, Green Purchase, Theory of Plan Behaviour, Plant based meat, ham, suages, burgers
