Factors influencing consumers’ willingness to pay premium for alternative dairy products in coffee shops in Bangkok

Abstract

As plant-based diets grow globally, alternative dairy products like oat, almond, and soy milk are becoming common in cafés. In Bangkok, however, consumers often face extra charges for choosing these options. This study examines the factors influencing consumers’ willingness to pay (WTP) a premium for alternative dairy in coffee shops, aiming to inform pricing strategies aligned with consumer expectations. Focusing on Bangkok café-goers familiar with plant-based milk, the study explores how experiential consumption, consumer motivations, and barriers to adoption impact WTP. A structured survey of 205 respondents was analyzed using SPSS through descriptive statistics, correlation, and multiple regression. Findings show that consumer motivations, especially health, ethics, and lifestyle alignment—are the strongest predictors of WTP, followed by experiential factors like sensory enjoyment and café ambiance. Barriers such as price and availability were acknowledged but did not significantly reduce WTP when motivations and experiences were strong. The results offer actionable insights for coffee shops, alternative dairy suppliers, and marketers to enhance customer experience, refine pricing, and increase inclusivity in the growing plant-based market.