Consumers' Preferences and Attitudes towards Plant-Based Milk

Area of Science:

• Food Science
• Consumer Behavior
• Environmental Sustainability

Background:

• Plant-based milk (PBM) is gaining popularity driven by environmental, health, and taste factors.
• Understanding consumer preferences is crucial for PBM market growth and sustainable food systems.

Purpose of the Study:

• Identify key factors influencing consumer preferences and attitudes toward PBM.
• Examine how environmental awareness, health consciousness, and food neophobia affect willingness to pay (WTP) for PBM.

Main Methods:

• Utilized the double-bounded dichotomy choice (DBDC) method.
• Calculated consumers' willingness to pay (WTP) for plant-based milk.

Main Results:

• PBM appearance, taste, nutritional value, and environmental benefits positively impact WTP.
• High environmental awareness and health consciousness correlate with increased WTP for PBM.
• Purchase convenience is prioritized by health-conscious consumers, boosting PBM WTP.

Conclusions:

• Consumer WTP for PBM is driven by sensory attributes, perceived health benefits, and environmental advantages.
• Targeted marketing strategies can leverage environmental and health consciousness to promote PBM.
• Findings support the development of sustainable and healthy food systems through increased PBM adoption.