Ioana Cristina Serban, Nela Dragomir, Livia Vidu
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diets, food choice, milk, plant-based.
Romanian consumers are open to new things, but the dairy market is highly competitive, with companies constantly looking for new products to attract customers. However, Romanian consumers are embracing this trend. This research aims to identify the direct and indirect factors influencing consumers' intentions to purchase and consume cow's milk versus plant-based alternatives. Data were collected online using Google Forms (n = 450), and a conventional sampling technique was employed to reach consumers. The study explores consumer behaviour towards dairy milk versus plant-based alternatives, focusing on purchase patterns, marketing, motivations for purchase, and the influence of socio-demographic factors. The results suggest that the nutritional and health benefits of milk and milk alternatives motivate consumers. 67% prefer milk, while 31% are open to plant-based alternatives — figures reflecting the current market size. In conclusion, Romanian consumers are open to new products, but intense promotion and attractive marketing strategies are needed to increase their intention to purchase dairy or alternative products.
Cite this paper: Șerban, I.C., Dragomir, N., Vidu, L. (2025). RESEARCH ON THE CONSUMER PERCEPTION OF DAIRY MILK VERSUS PLANT BASED ALTERNATIVES. Current Trends in Natural Sciences, 14(27), 182-189. https://doi.org/10.47068/ctns.2025.v14i27.020
