Abstract
Plant milks are considered to be nutritious, sustainable, and vegetarian food products, and they have been the fastest growing beverages in the past decade in China. However, few studies have investigated consumers' demands and purchase behaviors with respect to plant milks. Through an online questionnaire (n = 1052 valid responses), this study identified the factors that influenced individuals' purchase intentions, purchase behaviors, attitudes, and demands with respect to current and future plant milk products. Through descriptive analysis and PCA, this study revealed that nutritional value (63.6%), taste (56.3%), and calories (42.8%) were the top three factors that Chinese consumers most cared about regarding plant milks. In the current Chinese market, coconut milk is the most popular plant milk with the highest purchase rate (61.2%), followed by soymilk (53.9%). Male consumers preferred plant milk with higher protein content and fortified with antioxidants, while female consumers preferred plant milk low in calories and enriched with collagen, dietary fiber, and probiotics. Chinese consumers are willing to pay higher prices for plant milks with enhanced nutritional value, improved product quality, and strengthened safety assurances. Innovative forms of plant milk, such as bean milk, rice milk, and quinoa milk, may be developed to satisfy the diversified needs of consumers.