“Got milk alternatives?” Understanding key factors determining U.S. consumers’ willingness to pay for plant-based milk alternatives

Rombach, MeikeDean, DavidBitsch, Vera2023-04-162023-03-172023-03-022023-03-152304-8158A7GQ8 (isidoc)36981203 (pubmed)https://hdl.handle.net/10182/16026Milk is an important dairy product in U.S. food retail. Lifestyle changes toward climate-conscious consumption, animal welfare, and food safety concerns have increased the popularity of plant-based milk alternatives. This study is focused on such beverages and provides insights and best practice recommendations for marketing managers in the U.S. food retail sector. An online survey was distributed to explore factors explaining the intentions of U.S. consumers to purchase and pay a premium for plant-based milk alternatives. Food curiosity and food price inflation were identified as relevant for both willingness to buy and willingness to pay a price premium. In addition, animal welfare concerns and the green and clean product image of plant-based alternatives were relevant to the willingness to pay a premium for plant-based milk.15 pagesElectronicen© 2023 by the authors. Licensee MDPI, Basel, Switzerland.plant-based milk alternativesanimal welfarefood curiosityPLS-SEMclimate impactsustainability“Got milk alternatives?” Understanding key factors determining U.S. consumers’ willingness to pay for plant-based milk alternativesJournal Article10.3390/foods120612772304-81582023-03-23ANZSRC::300606 Food sustainabilityANZSRC::4101 Climate change impacts and adaptationANZSRC::350601 Consumer behaviourANZSRC::350610 Pricing (incl. consumer value estimation)ANZSRC::3006 Food sciencesANZSRC::3106 Industrial biotechnologyhttps://creativecommons.org/licenses/by/4.0/Attribution