Plant-based trends: consumer’s perception and factors that influence the purchase of plant-based products

Purpose This study aims to evaluate the behavior and factors influencing the purchase and consumption of plant-based products. It specifically examines how additive type, ingredient list length and product descriptions affect consumers’ health perceptions and purchase intentions. Design/methodology/approach An online survey was conducted with 153 consumers of plant-based products using a self-administered questionnaire via Google Forms. The study was divided into two stages: market research and conjoint analysis. Findings Factors influencing consumption and purchase decisions varied by consumer type. Vegans and vegetarians prioritized animal ethics and socio-environmental concerns, while flexitarians focused on health and well-being. When evaluating plant-based milk alternative labeling, consumers generally perceived ingredients as “healthy,” except for sugar and certain additives, which were classified as “unhealthy.” Conjoint analysis revealed that additive type was the most influential factor in shaping health perceptions. Consumers exhibited a higher purchase intention for plant-based milk alternatives with no additives, shorter ingredient lists and labels indicating “100% plant-based.” Practical implications The findings provide actionable recommendations for food manufacturers and marketers, emphasizing the need for ingredient transparency, clean labeling and strategic product positioning to effectively engage vegan, vegetarian and flexitarian consumers. Originality/value This study provides a novel perspective on consumer behavior and decision-making in the plant-based market, particularly regarding plant-based milk alternatives. While previous research has examined general attitudes toward plant-based diets, this study systematically analyzes how ingredient transparency, additive type and product descriptors influence consumer choices. Additionally, it contributes to understanding the distinct purchasing motivations of vegan, vegetarian and flexitarian consumers, offering empirical insights for tailored marketing and product development strategies.