Driving Factors Influencing the Decision to Purchase Plant-Based Beverages: A Sample from Türkiye

Abstract

In recent years, the trend toward plant-based beverages has continued to grow rapidly. This study aimed to assess the effects of sociodemographic characteristics and knowledge about plant-based beverages, subjective norms, perceived price, environmental protection, animal welfare, availability, and trust on attitudes and buying behavior toward these products. This study was conducted online using a two-part questionnaire prepared by considering the literature. This study included 935 participants, and our findings confirmed that the variable of environmental protection affects the attitude toward these products (β= 0.095; p = 0.007). Furthermore, gender, income level, lactose intolerance, and bloating due to cow’s or sheep’s milk influenced actual buying behavior (p < 0.05; p < 0.001). These findings indicate that people’s increased environmental protection awareness will positively influence attitudes towards plant-based beverages and that individuals who do not experience lactose intolerance and bloating due to cow’s or goat’s milk will have lower actual buying behavior. It was also determined that individuals with lower incomes bought more plant-based beverages. In conclusion, plant-based beverage marketers need to take into account individuals’ sociodemographic characteristics and environmental protection awareness when planning their marketing strategies.