What does (not) motivate Gen Z to pay for plant-based milk alternatives? A study on Italian consumers

This study, grounded in the Food Choice Questionnaire (FCQ), examined what factors drive Italian Generation Z (Gen Z) to pay for plant-based milk analogues (PBMA). 511 Italian Gen Z consumers participated in an online survey. The survey included items from the FCQ and Contingent Valuation (CV) to assess the impact of consumer attitudes and dietary habits on their willingness to pay (WTP) for PBMA. An interval regression analysis was employed. The findings indicate that most food choice drivers examined do not motivate Italian Gen Z's WTP for PBMA. Only selling price, dietary habits, perceptions of naturalness, and personal mood significantly influence the participants' WTP. Current research sheds new light on Gen Z consumers' motivations for shaping their purchasing intentions towards PBMA, providing valuable insights for the agri-food industry and policymakers. • Despite the increasing consumption of PBMA, Gen Z's WTP for PBMA remains unexplored. • 511 Italian Gen Z were involved in the survey. • Dietary style flexibility and mood are the main drivers of the WTP for PBMA. • The perception of culinary value and the premium positioning affect the WTP for PBMA.