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 affec…
Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data to profile European consumers. This book is ide…