Towards sustainable diet: An inquiry of plant-based diet using protective motivation theory

Chin, Wei Chong and Wendy Teoh, Ming Yen and Ojo, Adedapo Oluwaseyi (2025) Towards sustainable diet: An inquiry of plant-based diet using protective motivation theory. Future Foods, 11 (100647). pp. 1-9. ISSN 2666-8335

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Abstract

This study explores the motivators and barriers in influencing Malaysian university students’ intentions to adopt plant-based diets with protective motivation theory. A cross-sectional survey involving 340 students from ten Malaysian universities was conducted using a structured questionnaire based on established scales for threat appraisal (perceived severity, vulnerability, intrinsic and extrinsic rewards), and coping appraisal (perceived response efficacy, self-efficacy and cost). The findings indicate that individuals with lower intrinsic rewards and higher response efficacy and self-efficacy are more likely to demonstrate the intent to adopt a plant-based diet. Gender differences tests reveal that males tend to perceive higher levels of intrinsic and extrinsic rewards for a plant-based diet, while females have higher self-efficacy. By leveraging these insights, stakeholders can foster sustainable and healthy eating practices among young adults, contributing to broader environmental and public health objectives.

Item Type:	Article
Uncontrolled Keywords:	Plant-based diets, Protective motivation theory (PMT), University students, Dietary intentions, Environmental sustainability, Public health
Divisions:	Institute of Technology Management And Entrepreneurship
Depositing User:	Norfaradilla Idayu Ab. Ghafar
Date Deposited:	11 Dec 2025 02:43
Last Modified:	11 Dec 2025 02:43
URI:	http://eprints.utem.edu.my/id/eprint/29192
Statistic Details:	View Download Statistic

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