Eco-anxiety, sustainable diet behaviours, and purchase intentions of meat alternatives: A cross-sectional study among educated urban young adults in Malaysia

This study investigated eco-anxiety, sustainable diet behaviours (SDB), and purchase intentions for meat alternatives (PIMA) among young adults in Malaysia. An online questionnaire assessed socio-demographics, dietary habits, eco-anxiety (Hogg's Scale), SDB, and Theory of Planned Behaviour-based PIMA among 266 participants (71.4% female; median age 20 ± 3 years). Females reported higher affective symptoms ( p = 0.040) and rumination ( p = 0.028) than males, while non-science background participants scored higher for behavioural symptoms ( p = 0.008). For SDB, females ( p = 0.014) and middle-income participants ( p = 0.042) showed greater perceived effectiveness, though overall importance and behavioural control did not differ. Awareness of plant-based meat alternatives was high (84.2%) but lower for cultured (55.6%) and insect-based meats (30.8%); regular purchase was limited. Correlation network analysis revealed weak but significant associations between eco-anxiety and SDB, where rumination and affective symptoms were correlated with greater perceived importance and behavioural control. SDB Overall Importance emerged as a key connector, strongly related to perceived effectiveness, behavioural control, and positive attitudes toward meat alternatives. Eco-anxiety dimensions were indirectly related to PIMA through attitudinal and control correlates. In conclusion, eco-anxiety may enhance sustainable dietary values, but the broader adoption of novel proteins requires strategies that address affordability and familiarity.