The Silent generation’s Underlying Beliefs Regarding Plant-Based Meat Alternatives (PBMA) and Factors Influencing Their Intention to Choose a Dish Featuring PBMA at a Restaurant

This study aimed to examine underlying beliefs regarding plant-based meat alternatives (PBMA) among the silent generation and factors influencing their intention to choose a dish featuring PBMA at a restaurant using an extended theory of planned behavior with self-identity. A total of 51 silent generation individuals were recruited by Qualtrics panel, and content analysis and partial least squares structural equation modeling were conducted. Findings from this study could be utilized for enhancing marketing strategies, especially, for the silent generation who are more interested in healthy foods than other generations specifically when eating out, to promote PBMA consumption.