The environment has been destroyed in recent years, leading to global warming and extreme weather. Many consumers start to become vegetarian in order to protect the environment. We can protect the environment in many ways. We can change our diet to protect the environment, solve the food crisis, maintain health, and improve animal welfare. Changing the diet can improve the environment, but it’s not easy to maintain it for a long time. It's difficult for people to change from non-vegetarian to vegetarian. Novel alternative food that can make the appearance and flavor the same as real meat. It may reduce consumers' demands for meat. Plant-based meat is a product that meets the above conditions. In the past, there were few studies on consumers' attitudes and behaviors on Plant-based meat. This study uses the VAB(value-attitude-behavior) model plus product knowledge and novel foods as moderator variable. 400 questionnaires were returned, of which 376 were valid questionnaires, and the response rate of valid questionnaires was 94%. This study suggests that green perceived value and animal welfare value had a significant positive effect on attitudes. Attitude and product knowledge also had significant positive effect on behavior. However, novel foods have non significant moderator effect on the relationship between product knowledge and behavior. The research results in providing the food industry with a reference for the design of plant-based meat. Let consumers understand the green perceived value and animal welfare value, and meanwhile promote the product knowledge of plant-based meat to increase consumers' confidence.