Health, Environment or Taste? Using the Theory of Planned Behaviour to Predict Plant-Based Milk Consumption

Dairy farming contributes significantly to global greenhouse gas emissions, highlighting the need for a dietary shift toward more sustainable products. Plant-based milks have gained popularity as a lower-calorie, more environmentally sustainable alternative to dairy milk. The aim of this study was to apply an adapted theory of planned behaviour (attitude, subjective norms and behavioural beliefs), expanded to include environmental, health and taste motives, to predict individuals' intention to consume and consumption of plant-based milks. The participants (N = 286) completed a two-part online questionnaire assessing theory constructs at time one and behaviour at time two. Multiple regression analyses revealed that taste-focused attitude and health-focused behavioural beliefs significantly predicted intention to consume plant-based milks (R² = 0.53, p < 0.001). Intention was the only significant predictor of plant-based milk consumption (R² = 0.60, p < 0.001). These findings offer valuable insights into the motivators of plant-based milk consumption. Intentions should be targeted in interventions to encourage plant-based milk consumption by emphasising the taste value and by instilling individuals' confidence to attain health benefits.