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

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.