Vol. 11, Special Issue 7 (2022)

Author(s):
Iftekhar Ahmad and Antra Ojha

Abstract:
Plant-based alternatives to traditional animal products have gotten a lot of interest in recent years. We are investigating the driving forces and hurdles that affect Indian customers when it comes to purchasing these specific items by combining current data with our own quantitative analysis. We utilise the Theory of Reasoned Action paradigm to do this. When it comes to picking meals, Indian consumers prioritise their health and the environment, but they also consider flavour, eating traditions, and how their environment impacts them. The significance of our research is underscored by the fact that, first and foremost, the topic is relatively new; the majority of comparable studies have been published in the last 10 years, and nothing has been written about consumer behaviour toward these items in Sweden. Furthermore, the research integrates the current TRA model with some novel techniques to explore the issue of plant-based alternative adoption. This addresses some of the criticisms made against the traditional TRA approach. As a result of our conclusion, we are able to offer future advice to firms in the plant-based replacement food market.