Abstract
This study aimed to address the concerns regarding sustainability and animal welfare that have led to egg shortages. By examining consumer adoption and purchase intention towards plant-based eggs as a viable alternative, this study identifies the key factors influencing consumer interest. The study integrates the Theory of Planned Behavior (TPB) and Value-Attitude-Behavior (VAB) frameworks. Data from 239 responses were collected through a questionnaire survey and analyzed using SPSS 27.0 and AMOS 28.0. The results highlight the significant impact of intrinsic food value and sensory appeal on purchase intention. Attitude, subjective norms, and perceived behavioral control mediate the relationship between food value and purchase intention. The findings of this study provide valuable insights for food industry professionals by enabling them to develop targeted strategies. Moreover, this study emphasizes plant-based eggs as a sustainable and health-conscious solution to egg shortages, thereby promoting overall industry sustainability.