Cultural influences on vegetarian food consumption : insights from Germany and Thailand using the motivation-opportunity-ability model

Kurzfassung/Abstract

Purpose
The purpose of this study is to develop and test a conceptual model based on the motivation-opportunity-ability (MOA) framework to examine how motivation, ability and constraints influence both the intention to consume and actual consumption behaviour. By integrating social, personal, and environmental factors, the study aims to identify cultural similarities and differences in dietary decision-making.

Design/methodology/approach
This study applies the MOA framework and Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine factors influencing vegetarian food consumption across cultures. Data were collected via online questionnaires from 241 participants in Thailand and 239 in Germany in 2022.

Findings
In Thailand, motivation, constraints and ability statistically and significantly shaped vegetarian food intentions, while ability was insignificant in Germany. Social identity and belief significantly influence attitudes across cultures. Attitude statistically mediated these effects in Germany but not in Thailand. In Germany, attitude and intention jointly mediate social identity and beliefs’ impact on behaviour.

Research limitations/implications
The focus on Thailand and Germany limits generalisability. Cultural differences in scale usage may bias cross-cultural comparisons. A narrow scope on general vegetarian perceptions overlooks factors like personality or marketing. Self-reported data also introduces potential biases.

Practical implications
Businesses can leverage these findings by marketing sustainability and health, promoting plant-based local dishes, highlighting the benefits of packaging and hosting cooking classes to enhance community acceptance.

Social implications
Vegetarian consumption promotes sustainability, health and animal welfare, offering insights for policies and campaigns to advance ethical, sustainable food systems.

Originality/value
This is the first study to apply the MOA framework to vegetarian food consumption across Germany and Thailand, integrating social, personal and environmental factors to reveal cultural impacts on dietary choices.