Unpacking Consumer Purchase Intentions Toward Plant-Based Meat Alternatives: An Integrated TPB–VAB Approach Using PLS-SEM, fsQCA, and NCA

Plant-based meat alternatives (PBMAs) are gaining momentum in response to rising de- mand for sustainable and healthier diets. Drawing on an integrated framework combining the Theory of Planned Behavior (TPB) and the Value–Attitude–Behavior (VAB) model, this study explores key determinants shaping consumers’ purchase intention towards PBMAs in Taiwan. This study performed Partial Least Squares Structural Equation Modelling (PLS-SEM), fuzzy-set qualitative comparative analysis (fsQCA) and...