Is China ready for change? Consumer behaviour towards buying plant-based meat alternatives: applying the COM-B model

Jiang, MY; Farag, KW

Farag, KW (通讯作者),Harper Adams Univ, Dept Anim Hlth Behav & Welf, Newport, England.

BRITISH FOOD JOURNAL, 2023; 125 (9): 3127

Abstract

PurposeMany consumers express interest in plant-based meat alternatives (PBMA); however, they are reluctant to change their meat consumption behaviour......

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