From Values to Intentions: Drivers and Barriers of Plant-Based Food Consumption in a Cross-Border Context

Manuel José Serra da Fonseca (), Helena Sofia Rodrigues, Bruno Barbosa Sousa () and Mário Pinto Ribeiro
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Manuel José Serra da Fonseca: Business School, Polytechnic University of Viana do Castelo, 4900-347 Viana do Castelo, Portugal
Helena Sofia Rodrigues: Business School, Polytechnic University of Viana do Castelo, 4900-347 Viana do Castelo, Portugal
Bruno Barbosa Sousa: UNIAG—Applied Management Research Unit, 4900-347 Viana do Castelo, Portugal
Mário Pinto Ribeiro: Business School, Polytechnic University of Viana do Castelo, 4900-347 Viana do Castelo, Portugal

Administrative Sciences, 2025, vol. 15, issue 7, 1-26

Abstract: The COVID-19 pandemic has significantly altered consumer habits, particularly in relation to food choices. In this context, plant-based diets have gained prominence, driven by health, environmental, and ethical considerations. This study investigates the primary motivational and inhibitory factors influencing the consumption of plant-based foods among residents of the Galicia–Northern Portugal Euroregion. Utilizing the Theory of Reasoned Action, an extended model was proposed and tested through a quantitative survey. A total of 214 valid responses were collected via an online questionnaire distributed in Portuguese and Spanish. Linear regression analysis revealed that health awareness, animal welfare, and environmental concern significantly shape positive attitudes, which subsequently affect the intention to consume plant-based foods. Additionally, perceived barriers—such as lack of taste and insufficient information—were found to negatively influence intention. These findings contribute to the consumer behavior literature and provide strategic insights for stakeholders aiming to promote more sustainable dietary patterns in culturally connected cross-border regions.

Keywords: plant-based foods; consumer behavior; sustainable consumption; Theory of Reasoned Action; dietary intention (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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