Plant-Based Dairy and the Food Transformation : Leveraging Sociocultural Acceptability and Personal Benefit to Shift Consumer Behavior Toward Sustainability

Abstract

The current food system heavily relies on animal-based products, such as dairy, contributing significantly to environmental degradation, climate change, and adverse human health impacts. A fundamental transformation toward a more plant-based diet is urgently needed to address these challenges. While sustainable plant-based dairy alternatives exist, their adoption remains limited due to barriers such as sensory shortcomings and higher prices compared to conventional dairy, hindering sustainable food choices.

This thesis aimed to identify strategies to promote plant-based dairy consumption and foster more sustainable consumer behavior. Specifically, it explored practical product attributes acting as barriers to purchasing plant-based dairy and examined whether low sociocultural acceptability serves as an additional obstacle. The work was commissioned by Plant Based Foods Finland, an association dedicated to advancing the demand and supply of plant-based products.

The theoretical framework examined the drivers and barriers to plant-based dairy consumption, drawing on theories of sustainable consumer behavior. From this foundation, a theoretical synthesis of influencing factors was developed, encompassing practical product attributes and sociocultural acceptability. A key hypothesis was that, beyond tangible barriers such as price, low sociocultural acceptability significantly limits plant-based dairy adoption. A quantitative consumer survey (n = 1,105) investigated these barriers.

The findings revealed that low sociocultural acceptability is strongly associated with infrequent plant-based dairy use, highlighting its role as a significant barrier. Based on the results, the Dual Appeal Model for Plant-Based Dairy was developed, integrating practical product attributes and sociocultural factors into a strategic framework for branding, marketing, and communications purposes. This model also offers potential for broader application in promoting sustainable consumer behavior across other sectors.