In recent decades, plant-based diets have garnered increased attention for their potential to improve health outcomes and mitigate environmental impact. This study scrutinizes the effects of Knowledge, Attitude, and Practice (KAP) as they relate to the adoption of plant-based diets among working adults within the dynamic, urban milieu of Klang Valley, Malaysia. The research adopts a robust quantitative methodology, leveraging a meticulously designed self-administered questionnaire, administered to 440 Malaysian citizens aged 18 and above. The questionnaire intricately scales the intricate dimensions of the respondents’ health consciousness, sense of well-being, and perceived barriers to adopting a plant-based diets. To ensure empirical robustness, a reliability analysis was orchestrated, yielding consistently solid Cronbach's alpha values, reinforcing the integrity of the survey instrument. Statistical examinations of the compiled data were rigorously conducted using IBM’s SPSS software. This included a comprehensive suite of normality tests and correlation analyses to mine deeper into the underlying patterns of the data. Results highlighted that while knowledge and attitude about plant-based diets correlate with willingness to adopt them, these factors do not predict a significant shift in actual dietary practices. Barriers such as limited availability of relevant information, lack of appealing and convenient food choices, self-perception biases, and information gaps were identified as primary factors hindering diet adoption. These findings suggest that targeted interventions are necessary to bridge the divide knowledge and increase plant-based diet appeal. Such efforts require coordinated marketing campaigns by government, health sectors, and food industries alongside consumer advocacy groups. The study not only informs intervention strategies but also provides a foundation for future research to navigate the challenges in the transition towards plant-based diets.
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