Exploring Young Consumers’ Continued Intention to Choose Vegetarian Buffet Meals: The Influence of Consumer Perceived Values and Ethical Concerns

Abstract:

In the context of the strong development of sustainable eating trends, different forms of vegetarian food were born, including vegetarian buffet meals (VBM), becoming an option for youth consumers. However, the factors driving this trend have not been clarified in the current research literature. Therefore, to fill this research gap, the aim of the current study is to explore the factors that influence the intention of young people in Ho Chi Minh City (HCMC) to continue choosing VBM. Specifically, the study focuses on the role of consumer perceived values and ethical concerns (animal welfare concerns) in the formation of attitudes and intentions. The study collected data from 250 participants aged 18–37 who had eaten VBM recently through direct surveys at vegetarian places in HCMC. Analysis of Partial Least Squares Structural Equation Modelling shows that consumer perceived values are important predictors of positive attitudes towards VBM, which in turn influences the intention to continue choosing VBM. In addition, animal welfare concerns influence both attitude and intention. This study provides important implications for managers to develop VBM services in line with ethical consumption trends and attract young consumers interested in the values of vegetarian nutrition.