Evaluation of Consumers' Perceptions and Purchase Decisions Regarding Plant-Based Milk Alternatives in Turkey

Abstract

In the global world, plant-based milk alternatives have taken an important place in the food industry and have attracted great interest from consumers. This study was conducted to determine the main reasons why individuals prefer plant-based milk alternatives and the driving factors affecting their purchasing behavior towards plant-based milk alternatives. For this purpose, the sociodemographic characteristics, and general nutritional habits of 895 participants were questioned. In addition, the status of consuming plant-based milk alternatives of the participants in the last year was questioned and the purchasing decisions of the participants who reported that they consume these products and the factors that drive them to buy these products were evaluated. 796 women (88.9%) and 99 men (11.1%) participated in the study. The mean age of the participants is 31.17±9.62. Most of the participants (36.4% of women and 72.7% of men) reported that they never consumed plant-based milk alternatives. The most consumed plant-based milk alternatives were determined as almond milk (80.9%), coconut milk (60.2%), and soy milk (51.2%). The most frequent reason why consumers choose plant-based milk alternatives is determined as "Non-dairy milk contains good fat". The participants reported that dieticians have the most influence on their choices (x̄=3.35±1.27) and these products were mostly purchased from supermarkets and online channels. In addition, considering that drinking plant-based milk is beneficial for health (OR=1.978) and exercising regularly (OR=1.337) increases the odds of being a regular consumer. In conclusion, it is determined that consumer acceptance of plant-based milk alternatives is affected by the consumer's perception of healthy food, marketing strategies, and consumer expectations.