ANTECEDENTS AND MOTIVATIONS FOR CHOOSING DAIRY-FREE: INVESTIGATING THE VIABILITY OF A DAIRY-FREE INSTANT COFFEE PRODUCT

Abstract

This dissertation was produced to explore the core antecedents driving dairy-free food choices, to inform the viability of a free-from coffee opportunity. Volume I: Existing literature was reviewed, with the intention of understanding the factors present in the behavioural decision-making process of food choice. Individual level-factors, such as identity were found to be influential, in addition to intrinsic motivations and medical facets. A gap in research was identified with relation to dairy-free food choices and in response, a conceptual model, based on extant literature was produced to validate data analysis outputs. Primary research was undertaken in the form of a qualitative interview with an immunologist and an online survey. Variables from the quantitative research were operationalised and fed into a binomial regression model, revealing medical facets (lactose intolerance and cow’s milk allergies) were the most significant predictor of an individual making a dairy-free food choice, followed by income, qualification, perceptions of health and perceived nutritional benefits. Volume II: A business plan for ALTERNATEV – a venture offering free-from coffee products was produced, leveraging data from Volume I to corroborate viability. The business plan revealed a gap in the market for the product in question. The saliency of the problem and opportunities for a burgeoning free-from, sustainable start-up, confirmed ALTERNATEV should be taken forward.

Date of Award	31 Dec 2022
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Jonathan Styles (Supervisor) & Kassandra Papadopoulou (Supervisor)