Consumer Interest and Its Effect on Purchase Intention for Plant-Based Milk Substitutes

Interest in plant-based milk substitutes has been increasing steadily. This growing demand can be attributed to various factors, including health concerns, environmental awareness, and ethical values. Among the health-related reasons are lactose intolerance and cow’s milk allergy, both of which have become increasingly prevalent worldwide. Additionally, the rising diversity in consumer diets, such as veganism and vegetarianism, has made plant-based milk substitutes a suitable alternative for these groups. Plant-based milk substitutes are suspensions made from various raw materials, such as cereals, pseudo-cereals, legumes, nuts, and seeds, dissolved in water. These products resemble cow’s milk in appearance. In many countries, including Türkiye, the term “milk” is used in a broader sense to refer not only to animal-derived milk but also to plant-based milk-like beverages, which have become more prominent in recent years. The purpose of this study was to investigate the relationship between plant-based milk substitutes, consumer interest in these products, and purchase intention. A total of 400 consumers aged 18 years and older participated in the study, with 392 valid questionnaires included in the analysis. Correlation analysis was conducted to evaluate the relationship between consumer interest and purchase intention, while regression analysis was used to determine the effects of interest on purchase intention. Results of collinearity analyses revealed a positive and significant relationship between consumer interest and purchase intention. Furthermore, the regression analysis demonstrated that consumer interest has a significant impact on purchase intention. It was concluded that as consumer interest increases, purchase intention also rises.