Exploring Factors Influencing the Willingness to Try Novel Alternative Protein Products in Hanoi
Main Article Content
Abstract
The study explores the factors influencing the willingness to try (WTT) novel alternative protein (NAP) products among consumers aged 18-25 in Hanoi, Vietnam. Anchored in the Theory of Reasoned Action (TRA), the research examines the roles of health concerns, environmental and sustainability concerns, price, novelty, and subjective norms in shaping attitudes and WTT toward NAP products. Data were collected through a structured questionnaire, with 288 valid responses, and eight hypotheses were confirmed using Structural Equation Modeling (SEM). The findings confirm that health concerns, environmental and sustainability concerns, novelty, and subjective norms positively influence attitudes toward NAP products. In contrast, price negatively affects
attitudes and WTT. Subjective norms and positive attitudes significantly enhance the WTT toward NAP products. Notably, health concerns emerged as the most influential factor affecting attitudes, while subjective norms were the strongest predictor of WTT. These results underscore the importance of addressing health benefits, environmental sustainability, and social influences while mitigating price barriers to promote the adoption of NAP products in Vietnam. The insights provided by this study can support food companies in this field to develop new products and policymakers in developing strategies to enhance consumer acceptance and drive the transition toward sustainable dietary practices.
Keywords
Alternative protein, young consumer, food choice, willing-to-try, Hanoi
Article Details
References
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