Generation Z consume animal-free milk? A Türkiye experience

Abstract

This study aims to examine the perceptions of young people between the ages of 18-22 in Türkiye, studying at universities and representing Generation Z regarding the consumption of animal-free milk and to determine whether there will be a consumer base for animal-free milk in Türkiye in the coming years. For this purpose, 620 students were informed to participate in the research, but data were collected from 215 individuals. A face-to-face interview was conducted with the individual. 32.55% of the participants stated that they could consume animal-free milk. 27 (30%) of 90 female participants and 42 (33.6%) of 125 male participants stated that they could consume animal-free milk. Participants stated that they would not consume animal-free milk because they were concerned that animal-free milk is unhealthy, unnatural, insufficient in terms of nutritional value, unsafe, negatively affecting animal husbandry, and posing a problem in terms of belief. As a result, it has been seen that the Z-generation individuals living in Türkiye have the potential to consume animal-free milk. Suppose the participants’ concerns are clarified, and their familiarity with this product is increased. In that case, it is predicted that there will be a more severe increase in the animal-free milk consumption potential future in Türkiye.