The factors prevent young people from adopting a plant - based diet in Ho Chi Minh City

Abstract

This research aims to analyze and elucidate the factors that prevent young people from adopting a plant-based diet in Ho Chi Minh City. It can be said that the plant-based diet is in line with the trend of sustainable development and contributes to environmental protection. This is the driving force behind our group's undertaking of this research. We propose a research model based on secondary data sources and qualitative research results. The independent variables include factors of Information, Health, Inconvenience, Social, Habits and Taste preferences. The research method used to test the model is including preliminary research using qualitative methods and formal research using quantitative methods. Qualitative research was conducted by our group through personal interviews with 15 young people. Quantitative research was conducted through personal surveys using an online survey questionnaire with questions related to demographics and research model via Google Form with 263 qualified respondents aged 18-25 living and working in Ho Chi Minh City. SPSS is the software that supports research in the process of synthesizing and analyzing data to check the reliability and importance of variables applied in data analysis. The research results show that all studied variables, including “Information”, "Eating habits", "Inconvenience", "Social", “Health” and “Taste preferences” were found to have significant impact on the Intention not to adopt a plant-based diet. Finally, our group derived several recommendations and solutions for businesses, aiming to help them understand the factors preventing young customers from adopting a plant-based diet. This understanding can assist businesses in developing more effective strategies for their operation