“got milk alternatives?” understanding key factors determining u.s. consumers’ willingness to pay for plant-based milk alternatives

HIGHLIGHTS

SUMMARY

This study aims to add to the recent body of literature and explore drivers and inhibitors of consumer willingness to pay (WTP) and their willingness to pay more (WTPM) for plant-based milk alternatives. The body of literature related to plant-based milk alternatives is still rather limited, but it can be assumed that consumer motivation, perception, and attitudes are similar to other plant-based food substitutes. Animal welfare concerns positively impact consumers` willingness to pay for plant-based milk alternatives. The green and clean image of plant-based milk alternatives positively impacts consumers . . .

 



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