Factors Influencing Generation Z’s Intention to Consume Plant-Based Potato Milk: The Role of Perceived Benefits and Sustainability Attributes
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Abstract
This research article aims to study factors influencing the intention to consume plant-based milk alternatives, specifically potato milk, among Generation Z consumers. Data were collected from 470 participants using a multistage sampling method, including convenience sampling and purposive sampling. The research instrument was a questionnaire, with content validity verified by three experts. This study employed quantitative and descriptive approaches. Data were analyzed using inferential statistics with SPSS software, applying multiple linear regression and PROCESS Macro Model 4. Multiple regression analysis found that perceived health benefits, perceived sustainability benefits, and perceived reputational benefits directly influenced preference for plant-based milk alternatives (R² = 0.46). Sustainability attributes and preference directly affected trust in sustainability (R² = 0.35). Trust in sustainability directly influenced the intention to consume plant-based milk alternatives (R² = 0.00).
The findings can guide the development of health-oriented products alongside effective sustainability communication. Businesses can develop strategies aligned with consumer behavior and market trends. Continuous market monitoring is necessary to adjust strategies according to changing consumer preferences.
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References
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