Factors affecting young consumers’ intention of consuming plant-based meat in Ho Chi Minh City
Published: July 27, 2026
Abstract
This study explored the factors affecting the intention of young consumers to consume plant-based meat in Ho Chi Minh City. A quantitative approach was used to collect data from 250 young consumers aged 18 to 25 years old. The collected data were analyzed using SPSS version 22.0 to test the proposed hypotheses. The findings indicate that health concerns have the greatest impact on young consumers’ intention to consume plant-based meat. In addition, subjective norms and environmental concerns positively influence intention, while perceived behavioral control has the weakest effect. The study provides useful implications for businesses in developing effective marketing strategies for plant-based meat products.
Keywords
plant-based meatintentionyoung consumersmeat productvegetarianismHo Chi Minh City
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