Proceedings

Consumer Behavior towards The Consumption Of Plant-Based Milk Alternatives: A Behavioral Reasoning Theory Perspective

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Plant-based milk alternatives have been given increasing importance by consumers in recent years due to their concerns towards the health, environment, and dietary lifestyle of cow’s milk. No prior study has explored the factors influencing the consumer behavior towards plant-based milk alternatives (PBMAs) within a unified framework. Therefore, this study attempts to predict the factor affecting consumer behavior to consume PBMAs in Indonesia employing behavioral reasoning theory (BRT). An online survey was conducted among 304 consumers recruited through snowball sampling. The Partial Least Square Structural Equation Modeling (PLS-SEM) was used to analyze the data. The results suggested that the factors including values, reason for, attitude, and intention have direct and indirect influence on consumer behavior of PBMAs consumption in which intention has emerged as the most significant factor. However, ‘reasons against’ did not have any significantly direct effect towards attitude and intention, and indirect effect towards behavior. Attitude and ‘reasons for’ had a mediating effect on values and intention. Furthermore, older female consumers (above 25 years old) with high and middle income were more willing to consume PBMAs regardless of their last education level and region. Thus, the study highlighted several insights for policymakers, academicians, producers, and marketers including the importance of involving the role of values, ‘reasons for’, and sociodemographic characteristics, especially gender, age, and monthly income in building the policy measures and marketing strategies to encourage positive attitudes and intention, and ultimately enhance the actual behavior or action of PBMAs consumption.

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Availability

Detail Information

Series Title

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Call Number

MBM 23-007

Publisher

i3L, Jakarta : i3L, Jakarta., 2023

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Consumer behavior
Indonesia
plant-based milk alternatives
behavioral reasoning theory
sociodemographic characteristic

Specific Detail Info

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Statement of Responsibility

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