Conjoint Analysis Study to Examine Consumer’s Preferences for Hybrid Yogurt

Likhitha Marlapati, Amanda J. Kinchla and Alissa A. Nolden ()
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Likhitha Marlapati: Department of Food Science, University of Massachusetts Amherst, Amherst, MA 01003, USA
Amanda J. Kinchla: Department of Food Science, University of Massachusetts Amherst, Amherst, MA 01003, USA
Alissa A. Nolden: Department of Food Science, University of Massachusetts Amherst, Amherst, MA 01003, USA

Sustainability, 2024, vol. 16, issue 17, 1-16

Abstract: Plant-based alternatives have a lower environmental impact than animal-derived proteins, but many consumers hesitate to try them. An alternative strategy is partially substituting animal proteins with plant proteins, creating hybrid products with improved characteristics. This study investigates consumer perception of hybrid yogurt using choice-based conjoint analysis (CBC) with five attributes: protein source, protein content, flavor, price, and claims. Results showed protein source was the most significant factor (27.5%), followed by protein content (22.4%), flavor (20.3%), price (16.5%), and claims (13.3%). Dairy and hybrid yogurts had positive utility scores, while plant-based yogurt had a negative score, indicating a preference for dairy and hybrid options.

Keywords: plant-based alternatives; hybrid yogurt; sustainability; consumer values; conjoint analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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