A Novel Model to Predict Plant-Based Food Choice-Empirical Study in Southern Vietnam

Thanh-Lam Nguyen, Do Huu Tai, Lam Thanh Hien, Doan Manh Quynh and Phan Ngoc Son
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Thanh-Lam Nguyen: Office of International Affairs, Lac Hong University, Dong Nai 810000, Vietnam
Do Huu Tai: Board of Rectorate, Lac Hong University, Dong Nai 810000, Vietnam
Lam Thanh Hien: Board of Rectorate, Lac Hong University, Dong Nai 810000, Vietnam
Doan Manh Quynh: Board of Rectorate, Dong Nai Technology University, Dong Nai 810000, Vietnam
Phan Ngoc Son: Board of Rectorate, Dong Nai Technology University, Dong Nai 810000, Vietnam

Sustainability, 2020, vol. 12, issue 9, 1-25

Abstract: The beneficial advantages of plant-based diets towards human beings have been well addressed over the last few decades. More and more people are now enjoying plant-based diets for their physical health, psychological health, animal rights, environment protection, etc. However, there are still many stereotypes about the lifestyle. Hence, this study aims at identifying key factors affecting the plant-based food choices so that we can propose feasible implications to widely promote plant-based diets across communities for their better health, eudemonic well-being and life satisfaction as well as the sustainable survival of our beloved planet—“Mother Earth”. Based on statistical analysis results of data collected from 1477 participants in 10 out of 19 provinces/cities in Southern Vietnam, the plant-based food choice is found significantly affected by not only gender and marriage status but also by a so-called SHOULD Model, where: (1) S refers to S pirituality and S ocial relationships; (2) H refers to H ealth concerns; (3) O refers to O pulence of plant-based foods and O utlook on life; (4) U refers to U nderstanding of human body structures; (5) L refers to L ove towards animals; and (6) D refers to D iet knowledge. Among the identified factors, “understanding of human body structures” and “outlook on life” are two new factors proposed in this study, fulfilling the existing literature about the determinants of plant-based food choice. From such findings, some managerial implications are proposed to not only promote plant-based lifestyle but also help to develop plant-based food business in practice.

Keywords: plant-based food; plant-based diet; food choice; veganism; vegetarianism; SHOULD Model; Southern Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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