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The alternative food market has attracted much attention due to concerns about climate change, increasing consumer awareness of value consumption, and the development of the Food-Tech industry. This study aimed to analyze the factors that drive consumers to purchase alternative food products and identify the mechanisms that can induce consumers to continue buying. We surveyed 1,200 consumers and estimated data using a logit model. The results showed that the presence of vegetarians in the household, environmental concerns, a vegetable-oriented diet, and a mixed diet of meat and vegetables were positively associated with purchasing plant-based alternatives. Of particular interest was the non-linear relationship between respondents’ age and their purchasing experience with plant-based options, with the likelihood of purchasing alternatives increasing with age from the mid-50s onward. These findings suggest that in addition to the growing number of consumers who share the environmental value, which leads to increased interest in and purchase of plant-based alternatives, alternative foods are also health-oriented and meet the needs of older consumers, who are becoming an increasingly important segment of the super-aged society, suggesting the potential for continued growth in the alternative food market.
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