“…A few studies have compared different product types, such as dairy, meat, and fish, or have specifically addressed the consumer perspective on plant-based meat alternatives [ 24 ]. The recent body of literature on plant-based milk alternatives has covered brand image, buying motivation, and attribute preferences [ 19 , 20 , 33 ], consumer segmentation studies [ 24 ], and studies related to the health and beverage choices of adults and children. This study aims to add to the recent body of literature and explore drivers and inhibitors of consumer willingness to pay (WTP) and their willingness to pay more (WTPM) for plant-based milk alternatives.…”