- Article
Leave the Milk for the Calf and Spread the Word: Exploring Factors Determining US Consumers’ Willingness to Try Plant-Based Milk Alternatives and Their Word-of-Mouth Sharing about Plant-Based Milk Alternatives
- Meike Rombach,
- Lei Cong and
- David L. Dean
Plant-based milk alternatives are important beverages in US consumer markets. Sustainability, consumer awareness, lifestyle changes, and other value-based reasons are why these beverages are increasing in popularity. The present study is focused on p...

