The Power of Information: How Labeling Alters Young Consumer Acceptance and Purchase Intention of Plant-Based Yogurt Alternatives

Abstract

The growth of the plant-based dairy alternatives market and consumers’ diverse preferences and expectations prompted an evaluation of plant-based yogurt alternatives based on coconut, oat, soy, and cashew nut compared with dairy yogurt. Consumers’ responses were assessed under blind, expected, and informed conditions using hedonic evaluation, the Check-All-That-Apply (CATA) questionnaire, and purchase intention measurement. The type of raw material significantly influenced the physicochemical properties, sensory profile, and consumer perception of fermented products. Dairy yogurt achieved the highest overall liking, while the coconut-based yogurt alternative was the most preferred plant-based product and showed sensory characteristics closest to dairy yogurt. Taste was identified as the main driver of overall liking, followed by creaminess, thickness, and light color. Conversely, artificial flavor notes, blandness, gray appearance, and thin texture were the main negative drivers of overall liking. The integration of physicochemical, sensory, and hedonic data confirmed that consumer responses are shaped through sensory perception rather than direct evaluation of instrumental quality parameters. Product information positively influenced consumer expectations, but its effect on final acceptance depended on whether sensory quality met those expectations. Higher overall liking consistently predicted higher purchase intention, indicating that sensory acceptance remained the primary determinant of consumers’ willingness to buy plant-based yogurt alternatives.