Navigating the adoption of plant-based diet in the Philippines: insights into consumer enablers and barriers

Abstract

Aim: This study aims to investigate the enablers and barriers influencing the adoption of plant-based diets among Filipino adult consumers in Metro Manila. Methods: A cross-sectional survey was conducted among Filipino adults responsible for household food decisions, particularly those with the capacity to purchase food or plan meals within their household, residing in Metro Manila. The questionnaire, adapted from validated instruments and guided by the COM-B behavioral model, assessed demographic characteristics, food consumption patterns, attitudes, and intentions toward plant-based diets. Data were collected via an online platform and analyzed using cluster segmentation, chi-square tests, and logistic regression to identify key determinants of dietary intentions and behaviors. Results: Respondents were categorized into four food consumption clusters ranging from high meat-high plant, high meat-low plant, low meat-low plant, and low meat-high plant intake based on the food frequency consumption by applying the k-means clustering method. Monthly household income was significantly associated with food consumption patterns. Overall, 39.34% of participants intended to reduce meat consumption, while 54.10% aimed to increase plant-based food intake. Behavioral analysis revealed that psychological capability (knowledge of plant-based cooking) and reflective motivation (enjoyment of vegetarian dishes) significantly increased intentions to shift diets. Conversely, barriers included perceptions that plant-based meal preparation is time-consuming and satisfaction with reducing but not eliminating meat intake. Social opportunity factors showed mixed effects, with autonomy supporting dietary shifts, but social normalization of meat reduction potentially reducing individual motivation. Conclusions: There is a growing intention among Filipino consumers to adopt plant-based diets, yet practical and perceptual barriers remain. Addressing these challenges through education, improving accessibility, and leveraging social influences is essential to facilitate dietary shifts. Economic factors, particularly income disparities, also influence food choices, highlighting the need for equitable policies.

Keywords

plant-based diet / meat consumption / COM-B model / dietary shift

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