| Globally,the livestock industry is growing rapidly,consumer meat consumption is increasing every year and the production and processing of meat is creating serious environmental and health problems.Based on the current environmental and health problems and the predictions of the growing meat commodity in the coming decades,one of the solutions to the problem is the development of sustainably produced meat alternatives.According to national and international scholars,the current problems concerning animal husbandry can be effectively solved by cultured meat versus plant-based meat.However,the acceptance of meat alternatives such as cultured meat and plant-based meat is still low due to the lack of knowledge and scepticism of consumers towards cultured meat and plant-based meat technology.As most of the research in this area is focused on the production and processing of meat substitutes,there is currently little research on consumer awareness,attitudes and purchase intentions.Therefore,this paper examines the influence of consumers’ perceptions and attitudes towards cultured meat and plant-based meat on their purchase intentions.This paper uses consumer attitude theory and consumer behaviour theory as the theoretical basis,adopts empirical research methods,constructs theoretical models,puts forward relevant research hypotheses,designs questionnaires by reading mature scales at home and abroad,uses Likert scales,collates and collects data,then uses SPSS24.0 for data processing and analysis,and conducts reliability and validity analysis on the collected data to verify that the obtained The data collected were analysed for reliability and validity to verify the authenticity and validity of the data obtained,which is conducive to a better analysis of the impact of multiple factors on consumers’ purchase intention.Through multiple regression analysis of consumer perceptions,consumer attitudes and consumer personal characteristics,the following conclusions were drawn.Firstly,positive consumer perceptions in terms of health,safety,affordability and pleasantness will positively influence consumers’ willingness to purchase cultured meat versus plant-based meat.Secondly,positive consumer attitudes towards protecting the environment and animal welfare will positively influence consumers’ willingness to purchase cultured meat and plantbased meat.Thirdly,consumers’ awareness and familiarity with cultured meat and plant-based meat will positively influence purchase intentions.Fourthly,the frequency of consumption of conventional meat will positively influence consumers’ willingness to purchase cultured meat and plant-based meat.Fifthly,consumers’ gender,age and education have less influence on the purchase intention of cultured meat and plant-based meat,while consumers’ characteristics of having a higher monthly income and living in first-tier urban areas will positively influence consumers’ willingness to purchase cultured meat and plant-based meat.Finally,based on the findings of the study,countermeasure suggestions are provided to relevant production and retail enterprises and relevant government departments for reasonable promotional marketing and regulatory policies to promote proper consumer awareness of cultured meat and plant-based meat,with a view to promoting the rapid development of the cultured meat and plant-based meat retail industry,enriching to a certain extent the related field of study. |
