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What triggers Gen Z to choose plant-based milk analogues?

Sergio Rivaroli et al.

Young Consumers2026https://doi.org/10.1108/yc-02-2025-2446article
AJG 1ABDC B
Weight
0.50

What the paper says

Purpose This study, grounded in the food choice questionnaire (FCQ), examined the relationship between the attitudes and dietary habits of German Generation Z and their willingness to pay (WTP) for plant-based (PB) milk substitutes. Design/methodology/approach An online survey was distributed to 252 German Generation Z consumers. The survey included a FCQ and contingent valuation items, which were used to analyse the impact of consumer traits on WTP for PB milk alternatives using interval regression analysis. Findings The study’s outcomes upended the initial assumptions regarding what motivates Generation Z in Germany to pay more for PB milk substitutes. Vegans’ higher WTP than omnivores can be interpreted as a personal investment in affirming and preserving their “plant-based” identity in the eyes of others. Originality/value The research provides fresh insights into the motivations of Generation Z consumers regarding their purchasing intentions for PB milk alternatives, offering valuable managerial guidance.

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https://doi.org/https://doi.org/10.1108/yc-02-2025-2446

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@article{sergio2026,
  title        = {{What triggers Gen Z to choose plant-based milk analogues?}},
  author       = {Sergio Rivaroli et al.},
  journal      = {Young Consumers},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/yc-02-2025-2446},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.