Milking the Alternatives: Understanding Coffee Consumers’ Preferences for Non-Dairy Milk
Nibal Halabi,
Velina Hristova,
Ivo Vlaev
Abstract:Consumer interest in plant-based milk alternatives is growing, despite extra charges in coffeehouses. While much research exists on non-dairy alternatives, plant-based milks in coffee drinks remain understudied. This study examines consumer preferences and behaviors regarding milk alternatives in coffee, using the Theoretical Domains Framework (TDF) and the Behavior Change Wheel (BCW). A survey of 200 participants from 19 countries explored demographics, coffee habits, attitudes towards non-dairy milk charges,… Show more
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