Comparing Consumer Attitudes and Intentions Towards Plant-Based Dairy in Sweden and India
2024
Venkatesan, Lakshminarayanan
One of the steps towards sustainable food consumption is shifting away from traditional dairy products to plant-based dairy, which serves as a more environmentally friendly substitute. This thesis uses the theory of planned behaviour as the base framework to focus on consumer attitudes and intentions towards plant-based dairyproducts in Sweden and India. This study is qualitative, utilising interpretive research philosophy. To gaininsight into consumer attitudes and intentions, the primary data was collected through semi-structured interviews with a total of 32 participants from Sweden and India. Upon interviewing, the findings revealed that the participants of the Swedish target group had a positive outlook towards plant-based dairy due toenvironmental and health reasons. Indian participants showcased a more neutral attitude, stating that they had a lack of knowledge surrounding alternatives. Participants of Swedish target groups had a greater intention to purchase plant-based dairy. In contrast, Indian consumers stated that they were hesitant to switch from traditional dairy products due to the availability and price of plant-based alternatives. Further, culture andmarketing were also found to play an important role in the Indian context. Overall, the study offers insights into consumers' attitudes and intentions in different regions and underscores the importance of consumer behaviour studies, particularly in areas with deep-rooted dietary traditions.
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