The role of persuasion in choosing plant-based food products: An application of the Elaboration Likelihood Model and Behavioural Reasoning Theory

Abstract

The global shift from meat-based to plant-based food products has become increasingly prominent, driven by growing concerns over personal health and sustainability. However, in developing nations like South Africa, the adoption of plant-based diets is slower, primarily due to high food insecurity and meat’s central role as a protein source. This study aimed to investigate how marketers and food companies can influence the behavioural intentions of the Strawberry Generation (young consumers) to adopt a plant-based food lifestyle. The research was grounded in the Elaboration Likelihood Model (ELM) and the Behavioural Reasoning Theory (BRT), which informed the study's main constructs. ELM posits two routes of persuasion (peripheral and central) which target emotional and rational processing, while BRT emphasises the role of consumers’ values and belief systems in shaping their decisions. Using a sequential mixed-method approach, Phase I involved focus groups and a thematic analysis to develop a conceptual model. Phase II tested the model by surveying 426 young South African consumers. The data were analysed using Nvivo for qualitative insights and SPSS (IBM) and SmartPLS for quantitative analysis. The study’s findings revealed that product taste and product knowledge were the most influential factors driving young consumers’ decisions to choose PBPs. Additionally, factors such as product quality, affordability, social influence, and product packaging played a role, but to a lesser extent. Theoretical contributions of this research are significant as it expands the limited academic literature on PBPs by exploring consumer behaviour through the lens of cognitive processing (central and peripheral) and understanding the motives behind behavioural intentions. This study also presents a new conceptual model, developed through the integration of key components from the ELM and BRT, offering valuable insights for future research and practical marketing strategies. These findings are essential for advancing academic knowledge in the field and for food marketers seeking to influence the dietary choices of young consumers in emerging markets.