Environment Education and Ecological Art Exhibitions Influence Young People’s Intention to Consume Plant-Based Food
Dr. Kuei-Chiu Lee

Abstract
For the last 10 years, to save energy and reduce carbon emissions, the Taiwanese government has encouraged citizens to eat plant-based food. This study examines plant-based food consumption by young people after receiving environmental education training and participating in eco-environmental art exhibitions. In the process, the consumption of plant-based food was analyzed from the different dimensions of consumer motivation, including health, religion, environmental protection and fashion. According to the results of the empirical study, while approximately 70% of young consumers eat meat-based food, over 80% of young consumers agree that plant-based food is beneficial for health and environmental protection. Moreover, as the Taiwanese government has implemented the Meatless Monday policy in elementary and middle schools for 10 years, most young people agree that eating plant-based food helps reduce carbon emissions and promotes environmental protection. Enhanced environmental education and diverse eco-environmental art exhibitions would strengthen young people’s behavioral intention to consume plantbased food. The findings of this study also show that young people do not believe that plant-based food consumption is areligious or moral issue. Young consumers choose plant-based food because they want to protect the earth and the environment. This finding underlines the importance of environment education.

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