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The study aims to investigate consumer preferences across 25 attributes of plant-based milk (PBM) products and examine the key predictors and underlying mechanisms of consumer purchase decisions of PBM alternatives.

This study employed a multidimensional approach to investigate consumer preferences and the determinants of PBM purchasing decisions. Drawing on data from 819 online surveys conducted in the Jing-Jin-Ji region of China in 2021, we measured consumer preferences across 25 specific attributes and other individual characteristics. Purchasing decisions were framed as a two-stage process – the decision to purchase (frequency) and the decision on how much to pay (WTP). The Least Absolute Shrinkage and Selection Operator (LASSO) model was utilized to examine these dimensions separately, and the selected predictors were incorporated into OLS linear and Heckman’s two-stage regression analyses to establish the underlying mechanisms.

The findings indicate that consumers exhibit a strong preference for freshness and the absence of spoilage, followed by taste experiences such as taste and aroma. Preferences for milk preservation significantly increase the purchase frequency of PBM, while preference for calorie content has a negative and significant impact. Preferences for milk preservation, aroma and processing methods can also significantly increase WTP. Preferences vary across PBM categories. Social influence, knowledge and advertising exposure positively impact purchase frequency and WTP. Consumers with low food neophobia tend to be more responsive to product-related factors, such as freshness, calorie content and processing methods, in their purchase decisions.

This study contributes to the extant literature by comprehensively examining the determinants of consumer purchase decisions for PBM alternatives. The findings provide practical implications for marketers and policymakers, highlighting the strategic product attributes, consumer segments and marketing levers that can effectively target and cater to consumer preferences for PBM alternatives.