The Impact of Brand Environmental Image on Chinese Consumers’ Attitudes and Purchase Intentions Toward McPlant

Purpose – This study investigates the influence of brand environmental image on Chinese consumers’ attitudes and purchase intentions toward plant-based burgers, taking McDonald’s McPlant as an empirical case within the Theory of Planned Behavior (TPB) framework. Design/Methodology/Approach – Based on green consumption theory and the Theory of Planned Behavior (TPB), this study adopts an explanatory sequential mixed-method design. A survey with approximately 100 valid responses was first conducted and analyzed using SPSS, including reliability testing, correlation analysis, regression analysis, and mediation testing. To further interpret and enrich the quantitative findings, semi-structured interviews (N = 5) and social media text analysis were subsequently carried out to explore consumers’ perceptions and skepticism regarding McPlant’s environmental image. Findings – Brand environmental image significantly enhances purchase intention, with environmental attitude playing a partial mediating role in this relationship. While consumers generally recognize the environmental benefits of plant-based meat, skepticism persists regarding the authenticity and transparency of corporate sustainability communication. Price sensitivity, taste expectations, and product accessibility remain critical constraints in translating favorable attitudes into actual purchase behavior. Research Implications – The findings extend TPB to the context of green branding in the fast-food industry and provide managerial insights for improving sustainability communication, strengthening brand credibility, and optimizing product strategy in the plant-based food market.