Consumers’ Preferences and Attitudes towards Plant-Based Milk
Plant-based milk (PBM) has become increasingly popular due to its environmental sustainability, health benefits, ingredient abundance, and unique taste. This study aims to identify the main factors that affect consumer preferences and attitudes towards PBM, and to examine the effect of consumer atti...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-12-01
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| Series: | Foods |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2304-8158/13/1/2 |
| _version_ | 1797358850151546880 |
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| author | Wenfan Su Yu Yvette Zhang Songhan Li Jiping Sheng |
| author_facet | Wenfan Su Yu Yvette Zhang Songhan Li Jiping Sheng |
| author_sort | Wenfan Su |
| collection | DOAJ |
| description | Plant-based milk (PBM) has become increasingly popular due to its environmental sustainability, health benefits, ingredient abundance, and unique taste. This study aims to identify the main factors that affect consumer preferences and attitudes towards PBM, and to examine the effect of consumer attitudes including environmental awareness, health consciousness, and food neophobia on WTP. We use the double-bounded dichotomy choice (DBDC) method to calculate consumers’ willingness to pay (WTP) for PBM. We find that the appearance, taste, nutritional value, and environmental benefits of PBM significantly increase consumers’ WTP for it. Consumers with high environmental awareness are more likely to perceive PBM as environmentally friendly and are willing to pay a higher price for it. Consumers with high health consciousness tend to value the environmental benefits of PBM and prioritize purchase convenience, as it aligns with their health-conscious lifestyle, leading to a higher WTP for PBM. The results of our study can help design effective strategies to market plant-based milk and develop sustainable and healthy food systems. |
| first_indexed | 2024-03-08T15:07:07Z |
| format | Article |
| id | doaj.art-27668112b6fb4891af67377312b9d24c |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-08T15:07:07Z |
| publishDate | 2023-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-27668112b6fb4891af67377312b9d24c2024-01-10T14:56:32ZengMDPI AGFoods2304-81582023-12-01131210.3390/foods13010002Consumers’ Preferences and Attitudes towards Plant-Based MilkWenfan Su0Yu Yvette Zhang1Songhan Li2Jiping Sheng3School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, ChinaDepartment of Agricultural Economics, Institute for Advancing Health through Agriculture (IHA) Affiliate Member, Texas A&M University, College Station, TX 77843, USASchool of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, ChinaSchool of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, ChinaPlant-based milk (PBM) has become increasingly popular due to its environmental sustainability, health benefits, ingredient abundance, and unique taste. This study aims to identify the main factors that affect consumer preferences and attitudes towards PBM, and to examine the effect of consumer attitudes including environmental awareness, health consciousness, and food neophobia on WTP. We use the double-bounded dichotomy choice (DBDC) method to calculate consumers’ willingness to pay (WTP) for PBM. We find that the appearance, taste, nutritional value, and environmental benefits of PBM significantly increase consumers’ WTP for it. Consumers with high environmental awareness are more likely to perceive PBM as environmentally friendly and are willing to pay a higher price for it. Consumers with high health consciousness tend to value the environmental benefits of PBM and prioritize purchase convenience, as it aligns with their health-conscious lifestyle, leading to a higher WTP for PBM. The results of our study can help design effective strategies to market plant-based milk and develop sustainable and healthy food systems.https://www.mdpi.com/2304-8158/13/1/2plant-based milkwillingness to payconsumer preferenceenvironmental awarenesshealth consciousnessfood neophobia |
| spellingShingle | Wenfan Su Yu Yvette Zhang Songhan Li Jiping Sheng Consumers’ Preferences and Attitudes towards Plant-Based Milk Foods plant-based milk willingness to pay consumer preference environmental awareness health consciousness food neophobia |
| title | Consumers’ Preferences and Attitudes towards Plant-Based Milk |
| title_full | Consumers’ Preferences and Attitudes towards Plant-Based Milk |
| title_fullStr | Consumers’ Preferences and Attitudes towards Plant-Based Milk |
| title_full_unstemmed | Consumers’ Preferences and Attitudes towards Plant-Based Milk |
| title_short | Consumers’ Preferences and Attitudes towards Plant-Based Milk |
| title_sort | consumers preferences and attitudes towards plant based milk |
| topic | plant-based milk willingness to pay consumer preference environmental awareness health consciousness food neophobia |
| url | https://www.mdpi.com/2304-8158/13/1/2 |
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