This study explores the enablers and barriers influencing the transition towards plant-based diets (PBD) for the Millennials in Tokyo, Japan, a shift recognized globally as vital for a sustainable society. This transition, however, is complicated by various factors, including regional food systems and consumer preferences.
A mixed-method approach was used: interviews with PBD practitioners and a questionnaire survey to identify differences in the behavioral intention model between practitioners and non-practitioners. The COM-B model was used to code the interviews, while the Theory of Planned Behavior and Structural Equation Modeling were employed for analyzing the questionnaire.
The results showed that practitioners began PBD for personal reasons and gradually learned external social benefits, which made it a habit with confidence. Additionally, they achieved PBD without adopting an entirely new and unfamiliar diet, recognizing traditional Japanese home cooking and ingredients that often include plant-based options. In contrast, non-practitioners were concerned about social expectations towards PBD (subjective norms) and perceived it as unfamiliar and challenging (perceived behavior control).
Therefore to promote PBD in Japan, filling the perceived behavior control gap between practitioners and non-practitioners by providing dish images, ingredients, and menus is useful.
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