Epsilon Archive for Student Projects

Abstract

The demand for healthy and sustainable protein sources has attracted global attention towards plant-based meat alternatives (PBMAs). In a developing country like Sri Lanka, cultural traditions, economic conditions, and food preferences significantly influence food consumption. Accordingly, this study aims to investigate consumer acceptance of traditional meat and plant-based meat alternatives in Sri Lanka using the Theory of Planned Behavior (TPB) as the main theoretical framework. To do this more specifically, it examines the role of attitudes, subjective norms, and perceived behavioral control on consumers’ intentions.
A quantitative research approach was adopted, using a structured online questionnaire distributed to Sri Lankan consumers through digital platforms. The 252 valid responses received were analyzed using IBM SPSS Statistics (version 26). Reliability testing showed good internal consistency (Cronbach's alpha = 0.907). Descriptive statistics, an independent samples t-test, one-way ANOVA, and Pearson correlation analysis were used to examine the effects of demographics on consumer perceptions and acceptance.
The results show that Sri Lankan consumers are aware of the environmental (M = 3.84) and health (M = 3.56) benefits of PBMA. However, they are skeptical about the sensory attributes of PBMA, such as taste (M = 2.68) and texture (M = 2.91). Accordingly, quality is important for food choice and acts as a barrier to the adoption of PBMA. Acceptance of female consumers was significantly higher than that of male consumers (p = 0.017). Income level also had a significant effect on PBMA consumption (p = 0.003), with low and middle-income groups being more likely to accept PBMA. Thus, an “income paradox” was observed in the Sri Lankan market. Also, although there was a significant effect on acceptance of dietary habits (p = 0.024), there was no significant effect on education, age, and area of residence. In the correlation analysis, trust in nutritional information was a significant predictor of confidence in choosing PBMA (r = 0.71, p < 0.01).
It was concluded that although Sri Lankan consumers’ attitude towards plant-based meat alternatives is positive, sensory satisfaction, product availability, and lack of consumer knowledge are barriers to adopting alternative meat products. Health benefits were the strongest drivers for overcoming cultural and social resistance. The results suggest that the successful growth of the Sri Lankan market depends on the availability of affordable PBMA that matches local preferences, improved sensory quality, transparent nutritional communication, and a strong distribution network. Therefore, this study adds to the limited South Asian literature on alternative protein acceptance and provides practical insights for policymakers, food manufacturers, and sustainability stakeholders.