Consumer perception of the sustainability of dairy products and plant-based dairy alternatives.

摘要: Plant-based dairy alternative beverage sales have increased in recent years. alternatives often advertise on a platform of sustainability and environmental commitment. To successfully position market products this competitive environment, companies must understand the consumer definition importance placed sustainability, as well communicate information effectively. The objective study was to characterize perception milk dried ingredients their respective plant-based alternatives. Focus groups 2 online surveys were conducted. In first survey, maximum difference scaling used rank specific product attributes along with an exercise which respondents selected whether fluid or protein powder sustainable. A follow-up survey included exercises generic sustainable, natural, healthy, trustworthy, ethical. Over half consumers reported that they looked for sustainability-related information. Consumers who purchased both higher self-reported than those only. group results identified 5 key sustainability: minimal carbon footprint/greenhouse gas emissions, few/no preservatives, animal happiness welfare, simple/minimal ingredients. followed by powders considered more sustainable products, but package type organic status also played role perception. Product labels most common source information, although sought websites affiliated unaffiliated companies. There cognitive overlap among terms ethical, trustworthy relate distinctly. perceived differences these between general categories category. Dairy may be able differentiate themselves helping make choices simplifying messaging maintaining open, transparent communication regarding sustainability.