“Soy Boy vs. Holy Cow”—Understanding the Key Factors Determining U.S. Consumers’ Preferences and Commitment to Plant-Based Milk Alternatives

Plant-based milk products are ultra-processed food that enjoy a positive reputation as being safe, healthy, ethical, and sustainable. The present study is focused on these addresses the product brand managers of US retailers. A consumer survey explores factors explaining consumers’ preferences for commitment to plant-based other products. Environmental concerns, safety, health, sustainability concerns identified relevant predictors both behaviors. In addition, animal welfare relevant, but only commitment.