Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives

Sustainable consumption has received much attention, although its antecedents are not fully elucidated. Existing studies are constrained by the assumption of symmetrical paradigms, emphasizing the net effects of antecedents without considering the complexity of sustainable consumption decision-making. This study draws on the theory of consumption values and the complexity theory to identify the complex combinations of consumption values (health, food safety, ecological, curiosity, novelty, prestige, avoidance of guilt) that explain consumers’ intentions to purchase plant-based meat alternatives (PBMA). An online survey was used to collect data from 252 meat eaters in the United States. Data were analyzed with fsQCA to identify the causal configuration of consumption values that explain meat-eaters’ PBMA purchase intentions. The fsQCA results revealed six heterogeneous combinations of the consumption values that result in high levels of purchase intention toward PBMA. The findings can be used by marketers to develop strategies for promoting sustainable consumption and PBMA.