Drink your Peas

: an empirical study of perceived factors affecting consumer behaviour on Pea-Based Milk in Germany

Abstract

Global food production and consumption account for a large share of the overall greenhouse gas emissions. As a result, a move towards a more ecologically friendly consumption behaviour is required. There is substantial evidence of an upward tendency. This development is not only driven by vegetarians and vegans but mainly by flexitarians. This study focuses on a new development in the plant-based dairy market, namely pea-based milk. The objective of this thesis was to analyse the drivers and barriers of pea-based milk consumption and how consumer behaviour diverges across different diet types. Therefore, qualitative and quantitative data were gathered and analysed to gain knowledge about pea-based milk. The theoretical part elaborates the current market situation for pea-based milk alternatives and shows the consumption motives of plant-based milk that have been surveyed in other studies. In-depth interviews with nine customers from the target population are used to collect primary data. In addition, an online survey with 695 respondents was conducted to supplement consumer behaviour research. This dissertation suggests that most consumers had a favourable view on plant-based dairy replacements and intended to purchase them. The results show that taste, health, environmental responsibility, animal welfare, and social network impact consumer behaviour positively. However, the factors, price and lack of need to switch to a new product influence buying intent negatively. Lack of awareness is the most considerable challenge to pea-based milk consumption, which calls for marketing and branding efforts based on the underlying motivational scheme of the target group.

Date of Award	21 Oct 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)