This paper introduces a comprehensive multidimensional scale designed to assess consumer
perceptions and intentions regarding plant-based meat (PBM) products. In light of the global
shift toward sustainable food choices, this study addresses the need for a holistic instrument
to gauge various facets of PBM adoption. The scale comprises five core dimensions:
(1) Perceived Benefits of PBM, encompassing health, environmental, and ethical
considerations; (2) Perceived Barriers to PBM, encompassing concerns related to taste,
protein content, texture, price, and sustainability; (3) Consumer Attitudes Toward PBM,
reflecting sensory experiences and perceived similarity to traditional meat; (4) Awareness of
PBM, assessing knowledge of PBM existence and prior consumption; and (5) Purchasing
Intentions of PBM, measuring intentions based on factors such as taste, health benefits,
sustainability, price, labeling, and positioning. The exploratory factor analysis (EFA) findings
indicate that the multidimensional scale effectively captures the intricate nature of consumer
perceptions regarding PBM. Notably, consumer attitudes toward PBM are influenced by
sensory experiences and perceived product similarity to traditional meat. Additionally,
perceived benefits, including health, environmental sustainability, and ethical considerations,
significantly influence consumer attitudes and purchasing intentions. Conversely, perceived
barriers, encompassing concerns about taste, protein content, and price, may present obstacles
to PBM adoption. The scale's dimensions offer practical implications for marketers,
policymakers, and scholars. Marketers can tailor their product positioning to emphasize
factors such as taste, health benefits, and sustainability. Policymakers can design effective
public health campaigns and policies to promote sustainable and healthier dietary choices.
Scholars can utilize the scale to conduct in-depth research on PBM adoption, enabling cross-
cultural comparisons, longitudinal studies, and intervention assessments.
KEYWORDS: Awareness, Barriers, Consumer attitude, Plant-based meat, Perceived
Benefits, Purchasing intention.