Study reveals why consumers adopt plant-based diets

A new study published in Food and Human Research explores the complex mix of psychological and social factors that determine whether consumers adopt plant-based diets. The research, led by Md. Asaduzzaman Babu, goes beyond the familiar discussions of taste and cost to examine how motivation, marketing, and perceived control influence food choices.

Drawing on the Theory of Planned Behavior, the study integrates consumer motivation, marketing influence, perceived behavioral control, and dietary preference into a single framework. Data from 300 respondents in Bangladesh provided insight into how these factors interact to shape both intentions and actual dietary behavior.

The findings show that consumer motivation and marketing play significant roles in encouraging plant-based eating, both directly and indirectly. Crucially, these effects are mediated by perceived behavioral control – people’s sense of whether they can realistically sustain a dietary change given practical constraints like access, affordability, and cooking skills.

Dietary preference was also found to significantly moderate outcomes. For example, flexitarians and vegetarians responded differently to the same marketing messages, suggesting that tailored strategies are needed for different consumer segments.

“Perceived behavioral control emerged as a critical factor,” the authors note, emphasizing that even strong motivation or effective marketing can falter if individuals feel unable to maintain new eating habits.

The study suggests that companies and policymakers should adopt a more segmented approach when promoting plant-based foods. Messaging that links products to health, ethics, and environmental benefits can strengthen intrinsic motivation, while clear labeling, flavor assurances, and practical cooking advice can boost consumer confidence.

Marketing is not just an external influence, the research argues, but an interactive factor that shapes how consumers perceive their ability to change. In practice, this means campaigns must do more than raise awareness; they must actively lower perceived barriers.

“Strategically employing influencers and social proof can significantly augment the efficacy of marketing initiatives,” the paper states, adding that brands should customize outreach to appeal differently to health-conscious consumers, vegetarians, and flexitarians.

Although Bangladesh has a long cultural tradition of plant-based staples such as rice and lentils, urbanization and rising incomes are driving greater meat consumption. At the same time, the country faces mounting challenges from non-communicable diseases, environmental degradation, and food security pressures.

Against this backdrop, the research underscores the urgency of designing interventions that make plant-based diets not only appealing but also practical. Self-efficacy—people’s belief in their ability to act – is presented as a key to ensuring that initial interest in plant-based eating translates into lasting change.

The authors argue that past studies have often examined motivators like health or environmental concern in isolation, overlooking how they interact with social norms and perceived control. By combining these factors, the study aims to fill a research gap and provide a more cohesive model for understanding dietary transitions.

Ultimately, the findings reinforce the idea that shifting to plant-based diets cannot rely on knowledge and awareness alone. Social norms, marketing messages, and psychological factors play equally important roles in determining whether people follow through on their intentions.

“By integrating motivational messaging with practical assistance, managers may foster not just initial engagement but also enduring commitment to plant-based diets in both emerging and established markets,” the paper concludes.