Purpose: There is a global dietary trend towards a plant-based diet. A plant-based diet results in lower CO2 emissions and thus positively impact global warming. Therefore, it is crucial to support consumers' willingness to change their diet and help brands communicate their message of plant-based substitutes. Therefore, the aim of the study is to learn more about how intrinsic and extrinsic product attributes influence the consumers’ perception and purchase intention of plant-based products. Flexitarian, vegetarian and vegan consumers of Germany and Sweden provide meaningful insights into consumer behaviour toward plant-based products. So far, the previous literature states some product attributes relevant for plant-based consumers.

Study Design: The thesis is conducting a qualitative research strategy with a cross-sectional design and a qualitative content analysis. Twelve semi-structured interviews were conducted, consisting of six German and six Swedish participants. From each nation, three flexitarians and three vegetarians or vegans were interviewed.

Findings: The perception of product attributes, taste, price, packaging, product information, labelling, country of origin and brand influence the purchase intention of German and Swedish consumers to different degrees. Our results indicate that perception can be particularly influenced by trust, knowledge and experience about the product attribute and accordingly can lead to purchase or non-purchase intention. Secondly, the perceptions and purchase intentions of Germans and Swedes are very similarly influenced by product attributes. However, German consumers' perceptions differ from Swedish consumers by questioning product features more critically and need more information to have a purchase intention. On the other hand, environmental product attributes are perceived as more important and country of origin lead to an increased purchase intention for Swedish flexitarians and vegetarians compared to German flexitarians.

Practical implications: The results of the study are relevant for marketing managers and product developers in plant-based companies. To positively influence customer perception and purchase intention, product attributes must be adapted and developed to meet customer needs. Companies operating in the food industry are advised to consider both intrinsic and extrinsic product attributes to attract new customers and retain old ones.

Value: This study is the first study that creates meaningful insights into German’s and Sweden’s perception and purchase intention of intrinsic and extrinsic product attributes. The study also provides information and recommendations that can be used by manufacturers and identifies future quantitative approaches based on qualitative findings.