Knowledge, Attitude, and Practices of Selected Residents Towards Plant-Based Meat Product in Metro Manila

Date

5-2025

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Phoebe Jane D. Williams

Committee Member

Fitz D. Jimenez, Jennica Amielle M. Mora, Dia Noelle F. Velasco

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Abstract

This study examines the current situation of plant-based meat products among consumers in Metro Manila by looking at their knowledge, attitudes, and practices. The objectives are to describe the demographic and psychographic characteristics of consumers of plant-based meat products in Metro Manila; assess the level of knowledge regarding plant-based meat products; evaluate consumer attitudes towards these products; identify purchasing habits and consumption patterns related to plant-based meat products; and create recommendations to further improve knowledge, sustained acceptance, and promotion of plant-based meat products.

The research used a descriptive cross-sectional design with both quantitative and qualitative methods. Data were collected from 210 adults in Metro Manila who had previously consumed plant-based meat products. The survey gathered information on demographic and psychographic traits, knowledge, attitudes, and practices. Statistical analyses included the Shapiro-Wilk test for normality, Spearman’s rank correlation for relationships, chi-square tests with cross-tabulations for trends, and thematic analysis of open-ended responses. This mixed approach provided a comprehensive understanding of consumer behavior and perceptions.

Most respondents were young adults aged 18–24 (57%), female (62%), single (86%), and students (47%), with 28% in lower middle-income households. The majority lived in urban areas, especially Parañaque (30%), Marikina (17%), and Quezon City (16%), and most identified as omnivores (77%). Nearly half (44%) were new users of plant-based meat (less than six months), while 38% had consumed these products for over two years. Almost half described themselves as moderately active (48%). The sample reflects a young, urban, educated, and predominantly female demographic with growing interest in plant-based meat alternatives.

Most learned about plant-based meat through social media (149), and showed high factual knowledge on retail availability (89%), composition (87%), and forms of conventional processed meat forms (86%). Knowledge was lower in form of whole-cut products (70%) and cost comparisons (68%), with 21% unsure about these topics. Analytical knowledge was good for fat profile (60%), environmental impact (61%), and additives (64%), but there was confusion about salt content and processing level. Most respondents (68%) believed plant-based meat is not just a market trend, but knowledge gaps remain for new product types and pricing, highlighting the need for more targeted education.

Attitudes were generally positive: 82% agreed plant-based meat is healthy, 80% trusted its safety, and 79% recognized environmental benefits. Most also saw these products as inclusive (72%) and would recommend them (75%). In terms of practices only 58% were satisfied with taste and texture, and 50% on price-taste comparison. Consumption was mostly occasional, with 38% eating plant-based meat rarely and 32% a few times a month; only 6% consumed daily. Supermarkets were the main purchase location (163), and burgers (148) and ready-to-eat meals (98) were the most popular products.

The main barriers were affordability (78 responses), limited availability (54), and issues with taste and texture (44). Other concerns included the need for better marketing (30), more product variety (18), and improved convenience (9). Dietary preference-not gender, marital status, occupation, religion, or city-was the only demographic factor significantly linked to knowledge, attitudes, and practices. Statistical tests showed age and higher education were positively related to favorable attitudes, while longer consumption was linked to lower knowledge but higher attitude and practices.

Producers should offer smaller, more affordable packs (₱80–₱100), improve taste and texture, and develop Filipino-inspired flavors. Partnerships with fast food chains to create plant-based menu items and better product visibility in supermarkets, convenience stores, and sari-sari stores are recommended. Policymakers can support the sector by providing tax breaks and subsidies to lower prices, incentivizing local soybean and mung bean farming, and requiring dedicated shelf space for plant-based products in retail outlets. Public education campaigns should target both young and older adults to raise awareness of health and environmental benefits. Further studies should examine long-term health impacts, compare local and imported brands, and expand research to rural and older populations.

The findings offer practical guidance for producers, policymakers, and researchers to make plant-based meat more accessible, affordable, and appealing to a wider range of Filipino consumers.

Language

English

LC Subject

Plant products--Analysis, Meat substitutes, Consumers' preferences

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2025 M17 B45

Notes

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Document Type

Thesis

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