No cow? Understanding US consumer preferences for plant-based over regular milk-based products

Abstract

Dairy products such as cheese, butter, and yoghurt are popular staples in American households; however, alternative plant-based products are gaining increasing popularity. An online survey was conducted to investigate the factors that determine US consumers’ preferences for plant-based and regular milk-based products before and since the occurrence of food price inflation. The study used descriptive statistics and partial least square structural equation modelling for the analysis. The accessibility of plant-based substitutes, the perceived impact of food price inflation and associated consumer behaviour, engagement with food-related activities, and environmental concerns were important factors in both scenarios. Recommendations to marketers on how to target different consumer groups are offered.