| This research was conducted with the aim of testing and analysing the influence of influences factors (Health Consciousness, Environmental Concern, Social Influence, and Perceived Attributes) on purchase intention of plant-based food products, the effect of the role of Covid-19 impact as a moderator, and the influence of the role of attitude as a mediator. The questionnaire was distributed online to 338 respondents (283 Indonesian respondents and 55 Taiwanese respondents) using Google Form as the media. In processing the data, this research used Statistical Package for Social Sciences (SPSS) 25.0 software and Partial Least Squares Structural Equation Model (PLS-SEM) with SmartPLS 3 software. The results of this study indicate a direct influence of health consciousness, social influence, and perceived attributes on the purchase intention of plant-based food products. Covid-19 impact and attitude also show a moderating and mediating effect on the influence of social influence and perceived attributes on the purchase intention of plant-based food products. However, there was no direct or indirect effect of environmental concern on the purchase intention of plant-based food products. |