Consumers’ capabilities, opportunities, and motivations to consume dairy and plant-based alternatives in a dairy-rich food culture

Abstract

Health, environmental and ethical reasons support reducing both meat and dairy consumption. However, so far more scholarly attention has been paid to the consumption of meat and its alternatives than to the consumption of animal-based dairy products (ABDPs) and plant-based dairy alternatives (PBDAs). This qualitative study employs the COM-B (Capability, Opportunity, Motivation, Behaviour) model to explore aspects related to the consumption of ABDPs and PBDAs in a Nordic food culture. In total 28 semi-structured interviews with consumers were analyzed by thematic analysis. The main results are presented as three themes. The theme ”Convenience matters” demonstrates the role of product selection and availability, and consumers’ cooking skills in relation to ABDPs and PBDAs. The second theme, ”Socially influenced”, shows how social relationships and marketing can affect dairy-related eating habits. The final theme, ”Balancing between money, conscience and tastebuds”, describes how ABDP and PBDA choices may be loaded with motivational conflicts. The findings are discussed using the COM-B framework with a focus on the interconnectedness of the COM-B elements in ABDP and PBDA consumption. The results offer insights into ABDP and PBDA consumption that need to be focused on in policies and other intervention measures to increase dairy alternative consumption.