Factors Influencing the Frequency of Purchasing Plant-Based Meat Among Generation Z in Malaysia with the Mediating Role of Attitude

Tang, Qiao Yee (2026) Factors Influencing the Frequency of Purchasing Plant-Based Meat Among Generation Z in Malaysia with the Mediating Role of Attitude. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The increasing environmental and health challenges associated with conventional meat consumption have accelerated global interest in sustainable dietary alternatives, particularly plant-based meat products. However, despite rising awareness and market expansion, the frequency of purchasing plant-based meat among consumers remains relatively low, especially within the Malaysian context. Therefore, this study aims to examine the factors influencing the frequency of purchasing plant-based meat among Generation Z consumers in Malaysia, with particular emphasis on the mediating role of attitude. Guided by the Stimulus–Organism–Response (S-O-R) model, this study investigates the effects of environmental concern, health concern, price rationality, and moral consciousness on consumers’ attitudes toward plant-based meat, and subsequently their purchasing frequency. A quantitative and cross-sectional research design was adopted, and data were collected from Generation Z consumers in Malaysia using structured questionnaires. The findings revealed that environmental concern, health concern, price rationality, and moral consciousness significantly influence consumers’ attitudes toward plant-based meat. In addition, attitude was found to have a significant positive effect on the frequency of purchasing plant-based meat. The mediation analysis further demonstrated that attitude significantly mediates the relationships between all four influencing factors and purchasing frequency. These findings highlight the critical role of attitude as an internal psychological mechanism that transforms external stimuli into consistent purchasing behaviour. The study contributes theoretically by extending the application of the S-O-R model within the context of sustainable food consumption and by shifting the focus from purchase intention to actual purchasing frequency. Practically, the findings provide valuable insights for marketers, food manufacturers, and policymakers in designing more effective strategies to encourage sustainable dietary transitions among younger consumers in Malaysia. Future research is recommended to expand the study across different demographic groups and cultural contexts while adopting longitudinal approaches to better examine long-term purchasing behaviour.