“Got Milk Alternatives?” Understanding Key Factors Determining U.S. Consumers’ Willingness to Pay for Plant-Based Milk Alternatives

Meike Rombach, David L. Dean, Vera Bitsch

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

Milk 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.

Original languageEnglish
Article number1277
JournalFoods
Volume12
Issue number6
DOIs
StatePublished - Mar 2023

Keywords

  • PLS-SEM
  • animal welfare
  • climate impact
  • food curiosity
  • plant-based milk alternatives
  • sustainability

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