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No Cow? Understanding US Consumer Preferences for Plant-Based over Regular Milk-Based Products

Author

Listed:
  • Meike Rombach

    (Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand)

  • Xiaomeng Lucock

    (Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand)

  • David L. Dean

    (Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand)

Abstract

Dairy products such as cheese, butter, and yoghurt are popular staples in American households; however, alternative plant-based products are gaining increasing popularity. An online survey was conducted to investigate the factors that determine US consumers’ preferences for plant-based and regular milk-based products before and since the occurrence of food price inflation. The study used descriptive statistics and partial least square structural equation modelling for the analysis. The accessibility of plant-based substitutes, the perceived impact of food price inflation and associated consumer behaviour, engagement with food-related activities, and environmental concerns were important factors in both scenarios. Recommendations to marketers on how to target different consumer groups are offered.

Suggested Citation

  • Meike Rombach & Xiaomeng Lucock & David L. Dean, 2023. "No Cow? Understanding US Consumer Preferences for Plant-Based over Regular Milk-Based Products," Sustainability, MDPI, vol. 15(14), pages 1-12, July.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:14:p:10853-:d:1191282
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    References listed on IDEAS

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    Cited by:

    1. Dávid Takács & Ingrida Košičiarová & Zdenka Kádeková & Adriana Mateášiková, 2025. "Cartooning Consumption: The Power of Mascots in the Plant-Based Consumer Sustainable Behavior," Sustainability, MDPI, vol. 17(13), pages 1-20, June.
    2. Meike Rombach & David L. Dean & Christopher Gan, 2023. "“Soy Boy vs. Holy Cow”—Understanding the Key Factors Determining U.S. Consumers’ Preferences and Commitment to Plant-Based Milk Alternatives," Sustainability, MDPI, vol. 15(18), pages 1-14, September.

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