PDF(Pubmed)
Abstract：
Consumer interest in plant-based milk alternatives is growing, despite extra charges in coffeehouses. While much research exists on non-dairy alternatives, plant-based milks in coffee drinks remain understudied. This study examines consumer preferences and behaviors regarding milk alternatives in coffee, using the Theoretical Domains Framework (TDF) and the Behavior Change Wheel (BCW). A survey of 200 participants from 19 countries explored demographics, coffee habits, attitudes towards non-dairy milk charges, and marketing awareness. Market insights showed taste as the main reason for coffee choice, with a preference for cow\'s milk and local cafes for quality. Many opposed the extra charges for non-dairy options, citing lactose intolerance or allergies, especially among Gen Z and Millennials. Regional variations included stronger opposition in the UK and Germany compared to the UAE and USA. The marketing for non-dairy milk was less memorable than general coffee advertisements. Regression analysis confirmed that viewing non-dairy milk as a dietary staple increased consumption, aligning with the TDF\'s \"Beliefs about Consequences\" domain. Finally, within the BCW framework, the intervention strategies centered on training and coercion were discussed. Implementing these approaches could encourage the wider adoption of non-dairy milk options in coffee shops, fostering inclusivity, health awareness, and supporting environmental sustainability efforts.
摘要：
消费者对植物性牛奶替代品的兴趣正在增长，尽管咖啡馆有额外的费用.虽然关于非乳制品替代品的研究很多，咖啡饮料中的植物性牛奶仍未得到充分研究。这项研究调查了消费者对咖啡中牛奶替代品的偏好和行为。使用理论域框架(TDF)和行为变化轮(BCW)。对来自19个国家的200名参与者进行的调查探讨了人口统计学，咖啡习惯,对非牛奶收费的态度，和营销意识。市场洞察显示，口味是选择咖啡的主要原因，偏爱牛奶和当地咖啡馆的质量。许多人反对非乳制品期权的额外费用，以乳糖不耐受或过敏为例，尤其是Z世代和千禧一代。与阿联酋和美国相比，地区差异包括英国和德国的强烈反对。非乳制品牛奶的营销不如一般的咖啡广告令人难忘。回归分析证实，将非乳制品牛奶视为膳食主食会增加消费量，与TDF的“关于后果的信念”域对齐。最后,在BCW框架内，讨论了以培训和强制为中心的干预策略。实施这些方法可以鼓励咖啡店更广泛地采用非乳制品牛奶选择，培养包容性，健康意识,支持环境可持续性的努力。
