Abstract
Due to the escalating worldwide environmental challenges such as pollution, global warming, and environmental degradation, environmentally sustainable consumption behavior has become extremely crucial today. Plant-based products are growing in popularity as customers are becoming more aware of the impact of their food choices on the environment. The present study aims to investigate consumer preferences and values for plant-based products in India to identify the key factors that determine the intention to purchase plant-based products. The sample size was 220. The theory of planned behaviour was utilised and additional constructs -social value, health benefits, epistemic value were incorporated. Environmental attitude was the most important and social value influenced and created higher awareness of health benefits that in turn impacted purchase intention. Epistemic value was also important indicating that respondents sought information actively when it came to plant based food. The findings will help marketers focus on the right value proposition rather than focusing on stereotypical communication of promoting products that are against animal cruelty.