“Soy Boy vs. Holy Cow”—Understanding the Key Factors Determining U.S. Consumers’ Preferences and Commitment to Plant-Based Milk Alternatives

Meike Rombach, David L. Dean and Christopher Gan ()
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Meike Rombach: Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand
David L. Dean: Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand
Christopher Gan: Financial and Business Systems, Lincoln University, Lincoln 7647, New Zealand

Sustainability, 2023, vol. 15, issue 18, 1-14

Abstract: Plant-based milk products are ultra-processed food products that enjoy a positive reputation as being safe, healthy, ethical, and sustainable. The present study is focused on these products and addresses the product and brand managers of US food retailers. A consumer survey explores the factors explaining US consumers’ preferences for and commitment to plant-based milk and other plant-based milk products. Environmental concerns, food safety, health, and sustainability concerns are identified as relevant predictors for both consumer behaviors. In addition, animal welfare concerns are relevant, but only for product commitment.

Keywords: animal welfare; plant-based milk products; environmental concerns; food safety; PLS-SEM; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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