FROM PLATE TO PLANET: FACTORS INFLUENCE THAI CONSUMERS’ ADOPTION INTENTION AS SOURCES OF ACTUAL BEHAVIOR DEVELOPMENT OF PLANT-BASED FOOD

Introduction: This study investigates the factors influencing Thai consumers’ acceptance of plant-based food products. Drawing upon the Theory of Planned Behavior (TPB) attitudes, subjective norms, perceived behavioral control, Diffusion of Innovation Theory (DOI), personal innovativeness and environment concern, are examined as predictors of adoption intention and actual behavior. Methods: The quantitative approaches collected data with convenience sampling method from Thai consumers using online questionnaires. A structural equation modelling (SEM) was employed to analyse the confirmatory factor analysis and path analysis on relationships among variables and hypothesis testing. Results: The findings reveal significant positive relationships between attitudes, subjective norms, environmental concern, and personal innovativeness to adoption intention through actual behavior of plant-based food products. Perceived behavioral control did not impact adoption intention. Discussion: The results underscore the importance of attitudes, environmental concern, subjective norms and personal innovativeness in shaping consumer behaviour towards plant-based foods. Plant-based entrepreneurs can promote adoption to behavior on product launching using various factors across research fields as marketing strategies and communication tools regarding increase the product adoption and revenue growth.


INTRODUCTION
Plant-based foods (PBF) are essential for achieving global sustainability and aligning with several United Nations Sustainable Development Goals (SDGs).Their importance spans 4 arises from adoption intentions influenced by attitude, subjective norms, and perceived behavioral control (Ajzen, 1985).Using these variables, the study predicts consumer adoption intentions to adopt plant-based foods, affecting actual consumption behaviour.Additionally,

THE THEORY OF PLANNED BEHAVIOR
The Theory of Planned Behavior (TPB) is used to predict individual behaviour and understand human behavior (Ajzen, 1998).TPB is the expansion of the Theory of Reasoned Action (TRA) which explains human behaviour based on rational beings who systematically use information, including considering the consequences before acting or not acting.The foundational structure of TPB consists of the adoption intention to perform behaviour, which is Attitude toward a behavior is the first predicting variable in the adoption intention to perform the behavior.Attitude toward behavior refers to an individual's overall evaluation of or feeling for something (Ajzen, 1991), including the anticipated outcomes of the behavior.
Attitude assessment may be positive or negative, and if the evaluation regarding the expected outcomes is positive, individuals tend to have a favourable attitude toward the behavior, leading to behavior enactment.Conversely, a negative assessment results in an unfavourable attitude toward the behavior.Attitudes influence behavior indirectly through the adoption of intention to perform the behavior.
Subjective Norms are critical components influencing the adoption intention to perform the behavior (Bananuka et al., 2020).subjective norms and individual perceptions influence behavior regarding whether individuals want or do not want to engage in behavior or the individual's perception of the desires or expectations of society affecting the individual (Gong et al., 2019).Groups associated with individuals, such as primary or close groups like parents, spouses, or children, and secondary or distant groups like friends, colleagues, or superiors, can influence the individual.If individuals perceive that groups influencing them have performed or want them to perform a behaviour, they are inclined to conform and exhibit the behaviour.
Conversely, if individuals perceive that influential groups do not show or oppose such behaviour or do not want them to display it, they are less likely to exhibit it.
Perceived Behavioral Control is the perception of whether performing or not performing a behavior is easy or difficult (Ajzen, 2002;Ajzen & Madden, 1986).If individuals believe that performing the behavior is easy and they can control the outcomes as intended, they are inclined to exhibit the behavior.Conversely, if individuals believe that performing the behavior is complex and cannot control the outcomes as intended, they are less likely to exhibit the behavior (Fukukawa, 2002).The Diffusion of Innovation Theory (DOI) elucidates the concept of innovation, encompassing ideas, practices, or objects perceived as novel by individuals or society.An innovation hinges on perceived novelty by the individual (Maddux & Rogers, 1983).Hence, an innovation's characteristics entail its form and novelty, which can manifest diversely, including in services, products, or behaviours (Kim & Kim, n.d.;Sharma et al., 2024).PBF products exemplify innovations and are categorised as novel and future foods (Koh et al., 2024), necessitating technological advancements and innovative approaches to replicate the sensory aspects of animal-derived foods (Boehm et al., 2023).Consequently, ongoing developments in PBF aim to diversify consumer options, offering alternatives with shapes, tastes, colours, and aromas akin to animal-derived counterparts with lower contamination (X.Li et al., 2021).

ATTITUDE (ATT)
Attitude refers to an individual's overall evaluation or feeling toward performing a particular behavior (Abun et al., 2021).Attitude reflects the degree to which a person has a favourable or unfavourable appraisal of the behavior.Various factors influence attitudes, including beliefs, experiences, emotions, and social influences (Ajzen et al., 2018).Attitude is a critical component that shapes behavioral adoption intentions (Ajzen, 2014;Thoti, 2024).
Positive attitudes toward a behavior increase the likelihood of individuals forming strong adoption intentions to perform that behavior (Kammeyer-Mueller et al., 2024;C. Q. Nguyen et al., 2024).Additionally, attitudes can directly influence behavior, as individuals are more inclined to positively engage in behavior they perceive.Understanding attitudes is essential for predicting and explaining consumer choices and decision processes in consumer behavior research.Attitudes toward products, brands, advertisements, and shopping experiences significantly impact consumers' purchasing behavior.Marketers often conduct attitude research to gauge consumer sentiments, identify areas for improvement, and develop targeted marketing strategies that resonate with consumers' attitudes and preferences that impact service quality and recovery from service failures (Chokpiriyawat & Siriyota, 2024).Subjective norms refer to an individual's perception of the social pressure or influence to perform or not perform a particular behavior (Abufarsakh & Okoli, 2024).Subjective norms reflect the perceived expectations of significant others, such as family members, friends, colleagues, and society, regarding whether one should engage in the behaviour (Leonard & Meilina, 2024).Subjective norms encompass injunctive norms (perceptions of what others think one should do) and descriptive norms (perceptions of what others do).
Subjective norms are one of the critical determinants of behavioral adoption intentions (Ho et al., 2017).Consumers are more likely to intend to perform a behavior if they perceive that others who are vital to them believe they should perform or approve of it.These perceived social pressures can significantly influence an individual's attitude toward the behavior and their perceived behavioral control over it.Subjective norms are essential because they provide insight into the social context surrounding an individual's decision process.Subjective norms can identify the social factors that motivate or inhibit certain behavior, helping to explain and predict individuals' adoption intentions and consumer behavior (Altawallbeh et al., 2015).
In summary, subjective norms are a fundamental concept in TPB and consumer behavior research, highlighting the importance of social influences in shaping individuals' adoption intention and behavior.Researchers and marketers can gain valuable insights into the social dynamics that drive decision-making processes and consumer behavior by considering subjective norms.Thus, studying subjective norms is crucial for understanding Thai consumers' acceptance of innovative plant-based foods.

PERCEIVED BEHAVIORAL CONTROL (PCB)
PCB is the process by which individuals select, organise, and interpret stimuli through their five senses to create a meaningful picture (Howard & Kerin, 2004).Perception begins with recognising stimuli through the five senses-smell, hearing, sight, touch, and taste-leading to awareness, interpretation, and understanding, ultimately resulting in perceptual behavior (Solomon, 2007).Kotler et al. (2012) described perception as the process by which individuals select, organise, and interpret information to form a meaningful understanding of their environment.
Self-efficacy, the belief in one's ability to perform specific tasks, affects behaviour, effort, and emotional responses, shaped by personal experiences and observed actions of others 8 (Bandura, 2004).However, even with strong self-efficacy, behaviour may not occur without motivation or external incentives.In summary, the definition of PBC assesses the difficulty of behavior, influencing the likelihood of action based on available resources and opportunities.
Extant works of literature support the PBC impacts on environmental product acceptance and purchase adoption intention on eco-friendly products and organic food in adolescents.PBC positively affects organic food purchase adoption intention (Paul et al., 2020) .PBC dominates Vietnamese consumers' adoption intentions to consume organic meat over premium price, which may be a financial obstacle in some areas (S.Li & Jaharuddin, 2021).

ENVIRONMENT CONCERN (EC)
Environment concern is developing positive attitudes and behavior to reduce environmental problems (Schlegelmilch et al., 1996).Environment concern is an individual's recognition of environmental issues and willingness to address them (Alibeli & Johnson, 2009).
Therefore, environmental awareness can be summarised as the level of an individual's awareness of environmental issues and their adoption intention to improve them.
EC significantly influences the purchase of eco-friendly products.EC affects the adoption intention to buy eco-friendly products (Arısal & Atalar, 2016).Adoption intention and acceptance of food innovations, plant-based foods, and EC are crucial.Consumers with higher EC are more likely to buy organic products (Azzurra et al., 2019).Furthermore, EC leads to increased organic product purchases and influences the adoption intention to purchase innovative agricultural food products, such as meat alternatives (H.V. Nguyen et al., 2019;X. Wang et al., 2019).

PERSONAL INNOVATIVENESS (PI)
personal innovativeness is the degree to which an individual can adopt innovations faster than other members of the social system (Rogers & Shoemaker, 1971).Personal innovativeness refers to an individual's desire to seek new and different things (Hirschman, 1980).The preference for novelty and seeking new things is specific to individuals and does not apply universally (Agarwal & Prasad, 1998) 9 Previous studies have found a positive impact between personal innovativeness and innovation adoption.Consumer innovation adoption through consumer innovativeness, innovation characteristics, and brand innovation perception, finding that consumer innovativeness affects innovation acceptance (Alan et al., 2017).Personal innovativeness significantly influences the acceptance of online food ordering services in Pakistan (Alkawsi et al., 2021).Studies on personal innovativeness and the acceptance of eco-friendly innovations found that personal innovativeness affects the acceptance of environmental products.Consumer innovativeness impacts the adoption intention to buy sustainable products (L.Li et al., 2021).
Consumer innovativeness also affects the adoption intention to buy new products (Al-Jundi et al., 2019).Therefore, Personal innovativeness significantly influences the adoption and acceptance of various innovations, including online food ordering services, eco-friendly products, and new consumer products.

ADOPTION INTENTION (INT) AND ACTUAL BEHAVIOR (AB)
Predicting human behaviour requires considering factors related to decision-making.
Adoption intention refers to the perception of an individual's readiness to exhibit predefined behaviour.Adoption intention plays a role as a variable that influences behaviour (Jaiswal & Kant, 2018;Kamalanon et al., 2022;Zhu et al., 2013), originating from the gap between attitude and behavior (Attitude-behavior gap).Even if individuals have a positive attitude towards a behavior, it may not necessarily result in that behaviour.Hughner et al., (2007) discovered that although 67% of consumers had a positive attitude towards purchasing organic products, only 4% bought them, indicating that adoption intention is more influential in predicting behavior.
Consumers who purchase a product are more likely to do so than those without such adoption intention.However, some researchers argue against the notion that adoption intention can entirely predict behavior.
Additionally, it has been observed that even when there is a strong relationship between adoption intention and actual behavior, it is challenging to explain why consumers with positive attitude and adoption intention towards environmentally friendly products may not exhibit the intended behavior (Hanss et al., 2016;Peattie, 2010).For instance, adoption intention to purchase new processed foods accurately predicted actual purchasing behavior only among highly innovative customers, not among those with low innovation (Arts et al., 2011;Choo & Bontis, 2002).Therefore, the relationship between adoption intention and actual behavior depends on the product type.Hence, further research is suggested to bridge the gap between

SAMPLE CHARACTERISTIC
The Harman's single-factor test to address potential standard method bias.The study revealed seven factors with eigenvalues exceeding 1, indicating a diverse set of underlying constructs.However, the first factor accounted for only 45.027% of the total variance, below the critical threshold of 50%.This analysis suggests that the data collected was reliable and that respondents did not exert undue influence on any single variable.
Data distribution analysis (Normality) revealed skewness and kurtosis values within an acceptable range.The minimum skewness value was -0.978, and the maximum was -0.665.
Similarly, the minimum kurtosis value was -0.397, while the maximum was 0.507.These findings indicate that the data distribution falls within the range of -2 to 2, suggesting a normal distribution (Tabachnick & Fidell, 2007) Discriminant validity analysis compared the square root of the average variance extracted (AVE) with the correlations between the latent variables (Correlation Matrix).The results revealed that the square root of AVE for each factor was higher than the correlations between the latent variables, ranging from 0.541 to 0.738, with statistical significance at the 0.01 level, as table 2. This confirms the discriminant validity of the measurement model, indicating that each latent variable measures distinct constructs without significant overlap with other variables.The square root of AVE for each variable is higher than the correlations between the latent variables in the same row, it can be concluded that the measures demonstrate discriminant validity (Hair, 2017).Note: ** p<.01 The composite reliability (CR) analysis and average variance extracted (AVE) revealed that the CR values ranged from 0.871 to 0.920, with all values exceeding the recommended threshold of 0.60, indicating good reliability.Similarly, the AVE values ranged from 0.576 to 0.743, all surpassing the threshold of 0.50, suggesting acceptance convergent validity that displaying the latent variable effectively explains variance in the observed variables.The assessment of the measurement model provides clear evidence that the definition of all latent variables is accurate and reliable (Diamantopoulos et al., 2000).The reliability analysis using Cronbach's Alpha yielded values ranging from .877 to .923,all exceeding the threshold of .70,indicating high reliability of the analysed data (Tabachnick & Fidell, 2007) as shown in Table 3.

Table 3
Factor loading, CR, AVE and Cronbach's alpha Table 4. presents the results of the path analysis.The path coefficients (β), standard errors (S.E.), t-values, and hypotheses for each path are reported.H1 (ATT>INT), H2 (SN>INT), H4: EC>INT, and H5 (PI>INT) are supported with path coefficients .286,.201,.202and .288,respectively and significant coefficients (P< 0.001,), indicating a positive relationship between the respective constructs.However, H3 (PBC>INT) is unsupported as the coefficient is not significant (P>0.05).Additionally, H6 (INT>AB) is strongly supported with beta .640(P < .001),suggesting a substantial influence of adoption intention on actual behavior.The R 2 values represent the power of prediction the ATT, EC, PI, PBC and SN for INT and AB have demonstrated 77% and 67% respectively.

DISCUSSION
The study found that attitudes toward plant-based foods positively influence adoption intention to accept and consume plant-based food products.This implied consumers' positive attitudes, whether agreeing with the idea of consuming plant-based foods as a substitute for animal-based foods, enjoying the concept of consuming plant-based products to reduce animal consumption, or believing that consuming plant-based products instead of ones is something that should be done, all contribute to the adoption intention to accept innovation.
This aligns with (Shen & Chen, 2020) research on adoption intention to purchase food innovation, which found that attitudes significantly impact adoption intention to buy lab-grown meat.Furthermore, it corresponds with O. Wang & Scrimgeour, (2021) a study, which found that attitudes positively influence willingness to accept plant-based foods among consumers in China and New Zealand.This finding also aligns with De Canio et al., (2021) research on the purchase of vegan food by non-vegan consumers, which found that attitudes greatly influence adoption intention to purchase vegan food.Additionally, it is consistent with the TPB.
This study found that environmental concern influences the adoption intention of plantbased food products.This aligns with (Kamalanon et al., 2022) research, which found that environmental awareness positively affects adoption intention to purchase environmentally significant products.Environment concern influence adoption intention to purchase innovative food industry products, such as lab-grown meat.Additionally, explored sustainable consumption among Taiwanese consumers which environment concern affects adoption intentions to purchase alternative meat from plants.Therefore, this finding could be concluded that consumers who convey environment concern are more likely to intend to accept plant- Furthermore, individuals in collectivistic cultures who prioritise group norms or beliefs (Hofstede, 1984;Leonidou et al., 2010) are often influenced by high-context groups and pay more attention to others' opinions than their own.Therefore, the views and behavior of peers may influence individual behavior (Jansson et al., 2017).Additionally, the findings of this study This might lead consumers to be uninterested in changing their behavior or not wanting to purchase innovative products.Consuming plant-based food may have nutritional benefits.Still, consumers may need more interest in changing behavior or purchasing if this information needs to be emphasised or adequately understood by consumers.Moreover, the social and cultural environment needs to support behavioral changes, which may lead to consumers needing more adoption intention to consume plant-based food instead of meat.However, negative perceptions may need significant weight to deter individuals from intending to change behavior, and behavioral changes are often complex and time-consuming.
The relationship between the adoption intention to adopt plant-based food products affects the actual behavior of plant-based food, consistent with the TPB when consumers intend to lead to behavior (Ajzen, 1985).Furthermore, it aligns with the research of Jaiswal & Kant (2018) regarding the purchasing behavior of Indian consumers for environmental products,
Rogers' DOI examines how innovations spread among individuals.This research combines these theories to explore factors influencing consumer decisions on adopting plant-based foods, informing confirmation behaviours or actual consumption.The research question is What factors influence Thai consumers' adoption intentions to accept plant-based food products?This research addresses these gaps by examining the factors influencing the adoption behaviour of plant-based food products among Thai consumers.The research is contributed to at least three domains.Firstly, academically, the study's findings hold promise in advancing theoretical knowledge by demonstrating the practical application of established TPB and the DOI in current contexts.Secondly, the findings may introduce the factors influencing consumer decisions regarding the acceptance of innovative sustainable food products, especially within the context of the Thailand market.Thirdly, this study identifies gaps by offering insights into consumer acceptance behavior towards food innovations.Lastly, commercially, the research outcomes can significantly benefit producers and businesses in the food industry, particularly those involved in pioneering plant-based food products and other emerging food innovations.By leveraging the research findings, producers and entrepreneurs can devise more effective marketing strategies to enhance consumer awareness, perception, and motivation towards embracing new food innovations.Understanding the factors shaping consumer adoption intentions and actual behaviours can lead to more efficient marketing communication efforts, ultimately fostering greater consumer acceptance and sustained purchasing behaviour.

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Plate to Planet: Factors Influence Thai Consumers' Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.9 | p.1-25 | e07290 | 2024.5 considered the proximal determinant of behavior occurrence, and factors influencing the adoption intention to perform behavior or action, influenced by four predictor variables: The adoption intention to perform a behaviour is assumed to be central to the TPB's basic structure, which also serves as a motivational factor influencing consumer behaviour.The adoption intention of behavior refers to the efforts and commitments of individuals to engage in behavior.Consumers may have varying levels of adoption intention to perform behavior depending on the magnitude of factors influencing adoption intention, Classical TPB influencing factors including attitude toward the behaviour, subjective norms, and perceived behavioral control.

From
Plate to Planet: Factors Influence Thai Consumers' Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.9 | p.1-25 | e07290 | 2024.10 adoption intention and actual behavior.This research has formed the hypothesis based on the pieces of extant literature divided by two main theories: The green represents TPB factors, and the pink demonstrates the derivation from DOI as the hypothesis below and in Figure 1: H1: Attitude influences on Adoption intention of Plant-based food.H2: Subjective Norm influences on Adoption intention of Plant-based food.H3: Perceived Behavioral Control influences on Adoption intention of Plant-based food.H:4 Environment Concern influences Adoption intention of Plant-based food.H5: Personal Innovativeness influences on Adoption intention of Plant-based food.H6: Adoption intention influences the Actual behaviour of Plant-based food.
Figure 1Conceptual Framework . Analysing Variance Inflation Factor (VIF) and Tolerance values provides insights into the relationships among independent variables.A VIF value of 1 indicates no correlation among the independent variables.The VIF values range from 2.331 to 3.676, all below the threshold of 10 (Stevens, 2009).Similarly, Tolerance values ranged from 0.272 to 0.429, all below 5, indicating no multicollinearity issues among the variables (Stevens, 2009).

From
Plate to Planet: Factors Influence Thai Consumers' Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.9 | p.1-25 | e07290 | 2024.17 based products because these consumers typically prioritise consuming products and living lifestyles associated with environmental conservation.The findings of this research show that personal innovativeness influences adoption intentions to accept plant-based food products, consistent with Alan et al. (2017), who studied consumer innovation acceptance through consumer innovativeness, innovation characteristics, and brand innovation perception, finding that consumer innovativeness impacts innovation acceptance.Li et al. (2021) studied the impact of consumer innovation on adoption intention to purchase sustainable products and found that consumer innovation influences adoption intentions to buy sustainable products.This aligns with Salem et al. (2019), who found that consumer innovativeness influences adoption intentions to purchase new products, and Abdullah et al. (2022), who found that consumer innovation influences adoption intentions to buy healthy foods, such as organic foods.Furthermore, the discovery that personal innovativeness influences adoption intentions to accept plant-based food products also aligns with the DOI.Additionally, differences among individuals affect innovation acceptance, and individuals who are novelty-seeking or early adopters tend to accept innovation faster than others.Therefore, the personal innovativeness of Thai consumers influences their eagerness and enthusiasm in seeking out new things for experimentation, consumption, and acceptance of innovation in plant-based food products.Subjective norm influences adoption intention and lead to behavioral acceptance of innovation in plant-based food products among Thai consumers may be because Thai society emphasises the needs of the collective, relies on interdependence, and values communal living.This sociocultural is often found more prominently in the East Asian region compared to the Western region empirical studies byRoh et al. (2022)  andNguyen et al. (2019), which found that conformity to subjective norms influences adoption intentions to purchase organic products in China and Vietnam, respectively.Similarly, Chen (2022) found that conformity to subjective norms influences adoption intention to purchase plant-based meat alternatives in Taiwan.Wang & Scrimgeour (2021) found that subjective norms align with a willingness to accept plant-based food in China but have a negative direction in NewZealand, and Gifford et al. (2024)  found that subjective norms have a negative influence on adoption intentions to consume plant-based food in North America.

From
Plate to Planet: Factors Influence Thai Consumers' Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.9 | p.1-25 | e07290 | 2024.18 confirm that subjective norms influence adoption intentions to accept innovations, which in turn affects behavior, aligning with the TPB.This study finds that Perceived behavioral control does not influence Thai consumers' adoption intention to accept plant-based food.This aligns with Chen's (2024) study in Taiwan, which found that perceiving the ability to control behavior does not affect the adoption intention to try plant-based meat.It also resonates with Marcus et al.'s (2022) research, which found no impact on the adoption intention to consume alternative beef in New Zealand, and Nuttavuthisit & Thøgersen's (2017) study, which found that perceiving behavioral control does not positively influence the adoption intention to purchase organic food in Denmark.The reasons might be negative perceptions outweighing positive ones about consuming plant-based food or hesitations in purchasing.Suppose negative information surpasses positive information regarding the consumption of plant-based food or uncertainty in decision-making.
which found that adoption intention to buy environmental products significantly influences the behavior of purchasing ecological products.Additionally, it corresponds with the study ofMamun et al. (2018), which found that the adoption intention to consume environmentally friendly products among low-income households influences the behavior of consuming ecologically friendly products.This finding also aligns with the research of Contini et al.(2020), which found that the adoption intention to consume plant-based food significantly affects the behavior of consuming plant-based food.By the way, the adoption intention to consume yoghurt from plants has a highly positive relationship with the behavior of consuming yoghurt from plants(Pandey et al., 2021).

From
Plate to Planet: Factors Influence Thai Consumers' Adoption Intention as Sources of Actual Behavior Development of Plant-Based Food ___________________________________________________________________________ Rev. Gest.Soc.Ambient.| Miami | v.18.n.9 | p.1-25 | e07290 | 2024.19 6 CONCLUSION The structural equation model competes evidenced that goodness-of-fit indices passed acceptance criteria.Path analysis reveals that attitudes, environmental concerns, personal innovativeness, and subjective norms significantly influence Thai consumers' adoption intention adoption plant-based food products but perceived behavioral control does not.Moreover, adoption intention strongly predict actual behavior regarding the acceptance of plant-based foods, consistent with the TPB and DOI.The findings underline the importance of new consumer personal factors in shaping consumer behavior towards plant-based food products.6.1 THEORETICAL IMPLICATION This research applies the TPB to predict and understand individual behavior concerning innovative food products.The study shows that TPB is effective in this context, with attitudes toward plant-based foods and subjective norms influencing acceptance adoption intention, though perceived behavioural control did not.This may be due to different study areas and contexts.The research clarifies that while attitudes directly impact adoption intention, they only indirectly affect actual behavior through adoption intention.The study incorporates DOI, aligning the innovation-decision process with TPB to differentiate between pre-adoption factors, adoption intentions, and post-adoption behavior, demonstrating the compatibility of both theories and highlighting the distinction between adoption intention and actual behavior.6.2 PRACTICAL IMPLICATION For marketers, the findings suggest the importance of addressing attitudes, environmental awareness, and personal innovativeness in promoting the acceptance of plantbased food products among Thai consumers.Strategies aimed at fostering positive attitudes towards plant-based foods, raising ecological consciousness, and appealing to individuals with high levels of personal innovativeness could enhance consumer acceptance and adoption of these products.Furthermore, understanding the influence of subjective norms underscores the significance of peer influence in shaping consumer behavior, highlighting the potential of targeted marketing campaigns and social interventions.