Investigating consumers’ purchase intent drivers from cow’s milk to plant-based milk, evidence in Vitasoy marketing campaign via multiple regression models

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Document Type

Article

Source Title

Journal of Global Business

Volume

13

Issue

2

Publication Date

2024

Abstract

This paper investigates the factors influencing consumer conversion from cow's milk to plant-based milk in the Philippines. Drawing on the Theory of Consumption Values (TCV), we explored how hedonistic, utilitarian, and symbolic motivations impact purchase intentions. This research surveyed the participants and core question sets using the Likert scale. This study tested the hypotheses using multiple ordinal and multiple linear regression only after rank transformation; all regression calculations are done via the reputable R programming with the R package “ordinal” and “latest," respectively. Findings established that Filipino milk consumers are still primarily driven by two of the consumer above values and support the contemporary marketing research that there is a demand-gap opportunity in the Philippines after convincing the market. There are two significant aspects of this research in the literature: first, it contributes to the understanding of consumer behavior towards plant-based milk, and second, it provides a unique perspective by examining Vitasoy's marketing campaign within the Philippine market context. With the growing milk consumption and shrinking cow’s milk production globally, the application of this paper will contribute to the world by providing producers and marketers a framework on how to convince consumers to shift their purchasing patterns from cow's milk to viable and more nutritious plant-based milk. This paper supports the United Nation's Sustainable Development Goals (SDG) 12.

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Disciplines

Marketing

Keywords

Advertising—Milk; Utilitarianism; Marketing; Milk; Consumer behavior

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