Abstract
The alternative plant-based foods (APBFs), such as plant-based meats and milks, are increasingly popular among conscious consumers. APBFs are designed to mimic the flavor and texture of animal-based products. This study explores why consumers choose plant-based foods and examines consumer behavior within the context of agricultural economics. A semi-structured interview was conducted in Bangkok from July to December 2024 with 31 experienced consumers. Using Schwartz’s human value theory, the means-end chain framework guided the interviews. Content analysis and a hierarchical value map (HVM) were used to analyze the results. The HVM revealed associations among product attributes (A), consequences (C), and personal values (V). Key product attributes identified include ingredients, price, packaging, and taste. Prominent consequences were health, worthiness, and pleasant flavor. Four primary personal values emerged: security, hedonism, universalism, and benevolence. The findings highlight the importance of Thailand’s agricultural supply chains and rural economy. As demand for plant-based foods increases, the need for agricultural ingredients such as beans, soy, peas, and rice becomes critical. The agricultural sector and Thailand’s Bio-Circular-Green (BCG) economy model are heavily dependent on consumer demand. This study provides insights from theoretical, practical, and societal perspectives, emphasizing the role of consumer preferences in shaping agricultural and economic policies.