Understanding the Behavioral Drivers of Plant-Based Food Consumption Intention among Urban Youth: Evidence from Hanoi, Vietnam

Abstract

Amid a global shift towards sustainable consumption, this study investigates the behavioral drivers of plant-based food (PBF) consumption intention among urban youth in Hanoi, Vietnam, a topic under-explored in the local context. Drawing on an extended Theory of Planned Behavior, the research examines the roles of health consciousness, environmental concern, animal welfare concern, social norms, and religious beliefs. A quantitative cross-sectional survey was conducted with 246 university students, and the data were analyzed using Exploratory Factor Analysis and linear regression. Results indicate that health consciousness and social norms are the strongest positive predictors of consumption intention. Animal welfare concern also has a positive effect, while environmental concern surprisingly shows a significant negative relationship. The hypothesis on religious beliefs was rejected. This study provides crucial empirical insights for marketers and policymakers, highlighting the primary motivations of this key demographic and offering guidance for effective promotional strategies.