ABSTRACT

The growing popularity of plant-based milk alternatives suggests a shift in consumer preferences for dairy and nondairy products. Drivers of these shifts include rising concerns for environmental sustainability and farm animal welfare (FAW). Using data from a field survey, this study examines how primary purchasing motivations regarding health, nutrition, environment, and FAW worldviews (a focus on perceptions of calf housing) influence consumer choice of dairy milk, plant-based milk alternatives, and soda. We also explore parent–child consumption patterns within a given household. Our results show that as compared to the baseline of price sensitive consumers, respondents who were primarily concerned about health, FAW, and the environment were more likely to purchase and consume plant-based milk alternatives more frequently. We find consistencies in the consumption patterns between youth and parents within households; however, the substitution effects of FAW worldviews on these consumption patterns differed. The implications of these findings for the fluid milk industry are discussed.

摘要

植物性牛奶替代品的日益普及表明，消费者对乳制品和非乳制品的偏好发生了变化。这些转变的驱动因素包括对环境可持续性和农场动物福利（FAW）的日益关注。这项研究使用实地调查的数据，考察了有关健康，营养，环境和一汽世界观（着重于小牛住房的看法）的主要购买动机如何影响消费者对乳汁，植物性乳汁和苏打水的选择。我们还将探讨给定家庭中的亲子消费模式。我们的结果表明，与价格敏感型消费者的基准相比，主要关注健康，一汽和环境的受访者更有可能更频繁地购买和消费植物性牛奶替代品。我们发现，家庭中青年和父母之间的消费模式是一致的。但是，一汽世界观对这些消费模式的替代影响不同。讨论了这些发现对流体奶行业的影响。