DRIVERS OF THE CONSUMPTION OF PLANT-BASED FOOD. INSIGHTS FROM THE PERSPECTIVE OF THE THEORY OF CONSUMPTION VALUES.

Purpose: Sustainable consumption and organic, healthier food are gaining increasing public attention. The discussion builds a more conscious and responsible society. With these matters on the table, corporations feel consumer pressure to reduce the food industry's environmental footprint. The article aims to analyse the determinants of the purchase intent of plant-based food. It poses five research questions. Design/methodology/approach: The objective was achieved through a literature review concerning the values that affect the purchase intent of plant-based food and through empirical research. The research involved a survey of 208 respondents from Poland. The data were analysed through structural equation modelling with PLS-SEM in R-Studio. We validated the scales for measuring consumption values of plant-based food and built a model to explain the purchase intent. Findings: According to the model, the primary driver of the intent is emotional value. Other statistically significant factors are epistemic and conditional values. Practical implications: The results can be useful to future investors in the plant-based food market and those already present in this sector. Originality/value: The novelty of the research lies in the identification of the values driving the purchase intent of plant-based food that consumers find the most important. [ABSTRACT FROM AUTHOR]