Inside the hearts and minds of oat milk enthusiasts: consumer preferences and values

The plant-based food market has gained prominence among consumers worldwide, driven by rising consumer consciousness toward concerns for personal well-being, environmental responsibility and animal welfare (Sharma et al., 2024). In response, the food industry has made investments in plant-based products, such as plant-based meats, dairy alternatives, among others (Alcorta et al., 2021). Among plant-based milk options, oat milk has emerged as one of the fastest-growing alternatives. In the US, for instance, the oat milk market size is estimated at $860 m in 2025. This growth reflects a shift in consumer preferences and a growing interest in products that align taste, functionality and perceptions of health and sustainability (Alam et al., 2025).

Although existing studies have documented the market growth of oat milk and the relationship between oat milk and its nutritional benefits, environmental impact and consumer preferences, there has been little scholarly focus on the underlying values that drive consumer decisions to choose oat milk. This gap is critical because consumer choice is not based on product attributes alone but on a cognitive hierarchy connecting attributes to desired outcomes or consequences. According to the means-end chain theory (Gutman, 1982), consumers perceive attributes (e.g. low sugar and creamy texture) as a means to achieve desired consequences, that is, the functional or psychological benefits they expect from oat milk consumption (e.g. feeling healthier and a more enjoyable meal). These consequences, in turn, are only meaningful because it helps consumers fulfill their core personal values, such as security and self-direction (Schwartz, 2017; Gutman, 1982).

To map the cognitive connections for oat milk consumers, this study applies the means-end chain framework (Gutman, 1982) in conjunction with the theory of values (Schwartz, 2017). We investigate how consumers link oat milk attributes to functional and psychosocial consequences and how these chains ultimately connect to personal values. Uncovering these value-driven pathways has direct implications for the food industry and the entire oat supply chain. For example, understanding whether demand is driven by values of health, sustainability or social status can inform the development of a more efficient oat supply chain, a factor still considered a challenge for many Midwest producers (Traldi et al., 2024). Given that the US currently imports the vast majority (approximately 90%) of its oats ($442 m from Canada in 2023), identifying a value-based demand could create a stable opportunity for local farmers to diversify production and reduce reliance on corn-soybean monoculture (Strychar, 2025).

This study contributes to the literature by providing a deep understanding of oat milk consumer behavior towards sustainability, health, palate and monetary dimensions and the potential implications of these dimensions for different sectors of the oat supply chain. These understandings render insights into the development of targeted marketing strategies and informing the oat production and distribution sectors about opportunities associated with this market growth. Furthermore, by understanding consumer motivations and values, this research sheds light on how emerging food consumption trends can drive positive changes in the US oat supply chain, potentially enhancing consumer access to healthier products, promoting environmental sustainability and contributing to local economic development.

Recent literature has identified key attributes driving consumer preference for oat milk. On a functional level, its allergen-free and dairy-free properties serve as motivators for consumers choosing oat milk over dairy alternatives (Moore et al., 2023). Beyond health-related drivers, the appeal of oat milk is strongly tied to ethical and environmental values (Warren et al., 2024; Su et al., 2023), where attributes such as animal welfare benefits and sustainable production practices align with a growing consumer focus on socially responsible diets. However, these compelling benefits are often weighted against a significant hurdle: its price. Given that oat milk can cost up to twice as much as dairy milk (Mintec, 2021), research indicates this premium is only tenable when consumers perceive that the promised benefits justify the higher cost (Warren et al., 2024).

Nutritional attributes have also been recognized as significant drivers of consumer preferences for oat milk. Alsado et al. (2023) highlighted fiber content, particularly β-glucans associated with cardiovascular benefits, as a key compound attracting consumer attention. For consumers who prioritize nutrition, sugar content is a critical factor in choosing oat milk, as they link lower sugar intake to a reduced risk of conditions like obesity and diabetes (Reyes-Jurado et al., 2023). Among nutritional perceptions, researchers have suggested further investigation into the protein content of oat milk, as health-conscious consumers may be driven by protein fortification (Alsado et al., 2023). Additionally, researchers have reported on the fat content of oat milk, particularly due to the food industry’s need to offer healthier options that help reduce obesity (Collard and McCormick, 2021). Oat milk calorie-conscious consumers have shown preferences for products that support their health while maintaining sensory appeal (Alsado et al., 2023). In response to the demand for nutritious and healthy products, many oat milk processors are incorporating mineral and vitamin enhancements such as calcium, A, D, B12 to match essential nutrients found in dairy milk that are important for consumers (McClements, 2020).

Beyond nutrition, sensory attributes are paramount when choosing foods, with taste and texture being the foremost drivers for oat milk consumers (Sharma et al., 2024). The creaminess of oat milk is critical for consumer acceptance, with whole dairy milk often serving as the benchmark (Haas et al., 2019). While highly valued in coffee, excessive thickness in fortified versions can reduce acceptance (Jaeger et al., 2024). Oat milk’s relatively neutral flavor is a key advantage over other plant-based alternatives, which often have more pronounced tastes (Li et al., 2025). This mild profile enhances its broad appeal and versatility in culinary applications, from beverages to baking (Alsado et al., 2023).

The means-end chain theory (Reynolds and Olson, 2001; Gutman, 1982) and the theory of values (Schwartz, 2017) are used to understand consumer behavior and decision-making processes. The means-end chain theory is founded on two premises. First, consumers’ personal values guide consumption choice patterns and reflect the final states of existence consumers aspire to achieve (Khan et al., 2025). Second, consumers tend to group similar attitudes when choosing a product to facilitate their decision-making process (Gutman, 1982). These two premises lead consumers to learn how to process information more efficiently and to form hierarchical actions that guide purchasing behavior.

Consumers mentally organize product information by linking attributes (what the product offers) to consequences (what it does for them) and personal values (why it is important) (Reynolds and Olson, 2001). These hierarchical relationships occur in the form of attribute–consequence–value (A–C–V) that defines the cognitive structure of consumer decision-making. The A–C–V relationship proposed in the means-end chain theory helps translate consumer’s knowledge acquisition about a product and self-knowledge considering their personal value system (Vilas Boas et al., 2025). Attributes (i.e. concrete and abstract), consequences (i.e. functional and psychosocial) and values (i.e. instrumental and terminal) characterize this model (Vriens and Hofstede, 2000). Concrete attributes are physical and tangible characteristics of products (e.g. shelf stability and lactose-free). In contrast, abstract attributes refer to intangible characteristics (e.g. environmental friendliness) and are typically accredited by consumers. Functional consequences refer to tangible results of direct experiences of product consumption (e.g. less stomach issues). The psychosocial consequences incorporate emotional, social and psychological effects that consumers encounter when consuming oat milk (e.g. contribute to health or making responsible food choices). Instrumental values relate to consumers’ preferred behavior, such as moral standards, interpersonal conduct and competencies that demonstrate meaningful choices. The last cognitive structure of consumer decision-making processes, the terminal values, represent consumers’ preferences associated with the final stages of human existence (e.g. health and well-being and accomplishment).

While the means-end chain theory explains how consumers hierarchically link product attributes to their personal values, the Schwartz (1992) theory of values proposes a circular model where interrelated values form a motivational continuum that guides consumer behavior. This continuum comprised originally ten groups of values (i.e. self-direction, stimulation, hedonism, achievement, power, security, conformity, tradition, benevolence and universalism). Later, Schwartz (2017) proposed a refined theory with nineteen values covering the same original circular motivational continuum. The circumplex structure is composed of three concentric circles grouping values concerning compatibility and conflicts (cfr. Schwartz, 2017).

The outer circle groups values in the circumplex structure relate to self-protection and avoiding anxiety. The second level represents values based on social and personal perspectives, and the third level describes the motivational goals that drive consumer behavior (Schwartz, 2017). The theory states that while some values can coexist harmoniously, some are inherently in tension with each other. Harmonious values are those that are close to each other within the circumplex structure (e.g. universalism and benevolence). Conversely, values in tension are positioned on opposite sides of the circumplex and may represent conflicting choices for an individual. For example, values like tradition and innovation can often exist in tension. This dynamic of values directly influences consumer choices, explaining why different individuals may make distinct decisions when considering a product that reflects their beliefs and priorities (Schwartz, 2017).

Data collection was carried out through in-depth interviews following Reynolds and Gutman (1988). Participants were recruited through flyers disclosed at coffee shops, natural food stores and wellness centers in the suburban area of Indianapolis and the cities of Lafayette and West Lafayette. The flyers presented a QR code guiding participants to upload an oat milk purchase receipt, fill in a short demographic and oat milk consumption survey, and sign the consent form that was approved by the Institutional Review Board (IRB-2022–151).

We interviewed 32 oat milk consumers, aged 18 or older, who had purchased oat milk three months prior to the study. The interviews were conducted from December 2023 to April 2024 through online meetings via Zoom. We determined the appropriate number of interviews using the concept of data saturation, as described by Fusch and Ness (2015). All interviews were recorded and transcribed by a professional service from TranscribeMe.

The study comprised an exploratory (Elman et al., 2020), qualitative (Tomaszewski et al., 2020) and interpretative (Wiesner, 2022) approach. We used the soft laddering technique following Reynolds and Gutman (1988) to reveal consumers’ cognitive structures. These are mental frameworks and processes individuals use to organize and interpret information about oat milk, following the A–C–V model (Christensen and Olson, 2002).

The in-depth interviews began with questions about milk consumption habits and preferences to explore the differences between oat milk, other plant-based alternatives and dairy milk (Reynolds and Gutman, 1988). After, we presented participants with a rotating PowerPoint disc featuring 17 attributes commonly associated with oat milk, identified throughout the literature and market reports. The attributes included allergen-free, animal welfare, dairy-free, environmentally friendly, extended shelf life, fat content, fiber content, lactose-free, mineral enrichment, organic, price, protein content, sugar content, flavor, texture, vegan and vitamin enrichment. We also asked participants about other attributes they considered important when buying oat milk. For each mentioned attribute by the interviewee, we explored underlying motivations by asking, “Why is this important to you?” with the goal of identifying linkages across attributes, consequences and values.

To identify and categorize the elements discussed in the interviews into attributes, consequences and values, we applied content analysis and a coding process following the Walker and Olson (1991) and Clark and Paivio (1991) approaches. We treated each attribute mentioned by the interviewees as the first stage of a ladder, enabling us to construct a hierarchical order among A–C–V. Through an integrated analysis of the codes, we identified a comprehensive final list that included 15 attributes (twelve concrete and three abstract), 13 consequences (seven functional and six psychosocial), and 12 values (seven instrumental and five terminal), totaling 40 codes, as described in Table 1.

We uploaded 151 ladders into the LadderUX® software to obtain the implication matrix and the hierarchical value map (HVM). The implication matrix (see Table A1 in the appendix) is a square matrix (rows and columns) containing the codes of the attributes, consequences and values derived from consumer perceptions of oat milk. Each cell aggregates direct links (represented by the left number in the cell) and indirect links (represented by the right number in the cell). Direct links represent an immediate connection between elements, while indirect links are mediated by other elements. For example, in the chain “Sugar content – Health concerns – Longevity” the link “Sugar content – Health concerns” is a direct connection, while “Sugar content – Longevity,” is an indirect link. The HVM (Figure 1) illustrates all A–C–V relationships derived from the aggregated implication matrix. These relationships, also denominated as “chains,” represent sequences of elements, showing how consumers connect product attributes with their consequences and values.

The ladders revealed 1,988 relationships in the implication matrix (935 direct links and 1,053 indirect links). Following Reynolds and Gutman (1988), we adopted a cut-off value (COV) of 4, which represented 61.66% of relations obtained in the implication matrix. The COV was set at the minimum co-occurrence frequency between summary codes needed to capture approximately two-thirds of the relations from the implication matrix. The attribute “Natural/Vegan/Organic,” the consequence “Labor and farmers' welfare” and the value “Recognition” were excluded from the HVM as they did not meet the COV of 4.

We adopted the centrality index to understand the contribution and relationship between A–C–V that influence and determine consumers’ choice for oat milk (Vilas Boas et al., 2025). The centrality index quantifies the frequency an element (attributes, consequences and values) functions as the source and destination of connections in the implication matrix (Reynolds and Gutman, 1988). This index is calculated for each element in the laddering process. While the centrality index was calculated directly into the Ladderux software, the formula for finding this number, according to Knoke and Burt (1982), is

where in_degrees and out_degrees represent the total number of links coming in and going out from an element (attribute, consequence and value), and the summary implication matrix (SIM) represents the unidirectional linkages of the ladders and is, therefore, a representation of the HVM in a matrix format (Reynolds and Gutman, 1988). A higher centrality index value reflects the relative importance of an element within the means–end chain structure and serves to identify the key determinants influencing consumers’ preferences for oat milk.

Our sample exhibited demographic characteristics consistent with previous studies on supermarket shopping in the state of Indiana and plant-based milk consumption. Aligned with Alsado et al. (2023), most participants were women (78%). Young adults represented 62% of the sample, corroborating trends observed in plant-based milk consumption literature (Su et al., 2023), with a mean age of 34 and a median age of 31 years old. The ethnic composition reflected similarity to Indiana’s demographic distribution, with 69% of participants self-identified as white (United States Census Bureau, 2020). Aligned with Alsado et al. (2023), 81% of the sample held a college degree or higher and 41% were employed full-time.

Based on the centrality index analysis, the most considered attributes were “2 Creaminess/Thicker texture,” presenting a centrality index of 0.029, 27 direct links and 58 indirect links (0.029; 27|58), followed by “1 Lactose- & Dairy free” (0.019; 16|38) and “14 Environmentally friendly” (0.017; 15|27). Among the consequences, “23 Palate predilection” (0.082; 38|37) was the most significant, followed by “24 Health concerns” (0.069; 32|36) and “18 Cooking experience” (0.044; 21|31). In terms of values, “30 Self-care/Activeness” (0.075; 34|2) was the most representative, followed by “29 Pleasure of eating” (0.047; 22|1) and “33 Environmental consciousness” (0.044; 17|0). These results suggest four preponderant dimensions guiding oat milk consumers in choosing this type of plant-based milk: palate, health, environmental and monetary dimensions. We examined the chains associated with each identified dimension in the following sections.

The dimension related to palate, guided by the instrumental value “29 Pleasure of eating,” was identified as important in participants’ choice of oat milk. Connected to this instrumental value, we found the consequence “23 Palate predilection,” which derived from two distinct chains. The first chain embedded the attributes “2 Creaminess/Thicker texture,” “5 Similar taste to dairy” and “6 Oat taste.” The connection highlights the sensory qualities of oat milk perceived by consumers, capable of facilitating pleasant experiences throughout the day, enhancing moments of leisure and daily activities. Interviewees reported the pleasure of enjoying oat milk latte while reading a book, benefiting from the dairy-like taste or ending the day with an oat milk drink. Our findings extend the insights from Rovai et al. (2025), who reported that texture plays a key role in motivating consumers to purchase oat milk.

The second chain incorporated the attributes “3 Versatility,” “6 Oat taste” and “2 Creaminess/Thicker texture.” The link from these attributes to the consequence “23 Palate predilection,” linked to the instrumental value “29 Pleasure of eating” emphasizes the consumers’ pursuit of pleasurable experiences derived from using oat milk in various meals and recipes. For instance, participants reported a wide range of culinary uses for oat milk, providing an expected balance for sweet and savory dishes such as smoothies, lattes, cakes and pies. Results suggest that oat milk’s neutral taste and thick texture serve as key differentiators, making it a more appealing choice for consumers than alternatives like almond or soy milk.

The upward link from the instrumental value “29 Pleasure of eating” to the terminal value “40 Hedonism” highlights that for consumers, oat milk is a source of direct sensory satisfaction and enjoyable experience. Consumers reported pleasurable moments associated with oat milk consumption with feelings of happiness, satisfaction, serenity and positive emotions. This supports the findings from Alsado et al. (2023), who reported that emotional responses play a significant role in consumer enjoyment and preference for oat milk.

Within the health-related dimensions, the instrumental value “30 Self-care/Activeness” emerged as a major driver influencing consumers’ choices for oat milk. Additionally, the instrumental values “35 Longevity” and “32 Family and connections” were commonly referenced by participants as an important motivating factor guiding oat milk choices. These instrumental values were connected to different terminal values, illustrating the multidimensional nature of how health-related values differentially guide oat milk consumers’ behavior. Below we elaborate on each of the health-related dimensions.

Three major distinct consequences are directly linked to the value “30 Self-care/Activeness” (Figure 1). The first and most significant consequence, “24 Health concerns,” embedded consumers who search for oat milk's attributes such as “12 Fat content,” “11 Protein content,” “4 Sugar content,” “8 Nutrient fortification” and “9 Preservatives content.” Consumers perceived these attributes as a way to support a more active lifestyle and help prevent chronic diseases. Consumers reported that choosing oat milk helped them feel in control of their well-being and health. These suggest that consumers view the choice of oat milk as a rational, health-conscious decision.

Also attached to the psychosocial consequence “24 Health concerns,” we found the functional consequence “22 Less stomach issues.” This chain started with the attribute “1 Lactose- & Dairy-free,” as respondents associated oat milk with digestive comfort. This further complements the findings from Yu et al. (2023), reinforcing the idea that selecting oat milk is part of a proactive and preventive self-care approach.

The second consequence associated with the value “30 Self-care/Activeness” was “23 Palate predilection,” which emerged from two distinct chains. The first chain included sensory attributes, suggesting that self-care extends beyond functional benefits and that taste and texture play an important role in the enjoyable integration of oat milk into consumers’ diets. Similarly, the second chain linked to “23 Palate predilection” was connected with the functional consequence “18 Cooking experience” (Figure 1). Consumers appreciated oat milk's neutral flavor and adaptability, allowing them to incorporate it into various dishes without altering taste. This versatility suggests that consumers see a dual benefit in oat milk: it enhances their culinary experiences while simultaneously supporting an active lifestyle. Our findings align with previous studies indicating that the commitment to a healthy and active lifestyle often hinge on a product’s ability to provide taste appeal (De Araújo et al., 2022).

The third consequence associated with the value “30 Self-care/Activeness” was “21 Fit into daily routine,” which originated from the attribute “2 Creaminess/Thicker texture.” Consumers found that oat milk seamlessly integrated into their daily routines. For instance, many reported oat milk enhanced their breakfast by adding creaminess without the heaviness of dairy. This satisfying start to the day fostered a sense of well-being that, in turn, helped them feel more energized.

The upward link connects the instrumental value “30 Self-care/Activeness” to two terminal values: “37 Accomplishment” and “36 Health and well-being.” The link to “37 Accomplishment” suggests that consumers perceive the health and energy gained from oat milk as a direct contributor to personal and professional success. This finding is consistent with Iwasa et al. (2024), who found that dietary habits are associated with a sense of achievement. Similarly, the connection of the instrumental value “30 Self-care/Activeness” to the terminal value “36 Health and well-being” reflected consumers’ long-term commitment to disease prevention, mental and physical wellness and a balanced lifestyle. For consumers, choosing oat milk is a strategic tool within a holistic approach to well-being by mitigating health risks and maintaining a sense of control over their personal health.

The instrumental value “35 Longevity” was supported by the consequence “24 Health concerns,” which was linked through two distinct chains. The first chain originated from the attributes “12 Fat content,” “11 Protein content,” “4 Sugar content,” “8 Nutrient fortification” and “9 Preservatives content.” The second chain began with the attribute “1 Lactose- & Dairy-free,” linking to the consequence “22 Less stomach issues.” The convergence of these chains towards the value “Longevity” indicates that consumers’ focus on health is specifically rooted in the nutritional composition of food choices. Our finding suggests that consumers perceive the consumption of oat milk as a nutritional behavior that can enhance longevity and vitality. Consistent with Runte et al. (2024), our interviewees viewed oat milk consumption as a practical means to achieve long-term life goals, such as traveling, pursuing challenging physical activities and preserving independence later in life.

The desire to avoid degenerative diseases and preserve mental clarity emerged as a key driver for oat milk consumption. This finding aligns with research on plant-based diets, which consistently links this product to improved well-being and higher quality of life (Hopwood et al., 2020). The individual pursuit of long-term health is particularly relevant given the growing strain that chronic diseases and aging populations place on health systems (Fehér et al., 2020). Therefore, marketing oat milk focusing on longevity not only resonates with deep-seated consumer values but also aligns with public health objectives aimed at mitigating long-term challenges. Consistent with findings from Min et al. (2021) on general strategies for healthy aging, our study provides a strong link between “Longevity” (instrumental value) and “Health and well-being” (terminal value), demonstrating that consumers value oat milk as a significant tool in their personal pursuit of a healthier and balanced future.

The instrumental value “32 Family and connections” stemmed from the consequence “24 Health concerns” (Figure 1). Our results revealed that consumers use oat milk to stay healthy, which in turn enables them to spend more quality time with loved ones and protect their families from health issues. Participants expressed distress at the idea of a family member consuming cow’s milk or even almond milk and feeling unwell. These results complement the findings from Ortiz et al. (2024) and illustrate the sense of belonging among oat milk consumers, suggesting a connection to harmonious family relationships.

The desire to positively impact others extends beyond the family into consumers’ broader social circles. Interviewees expressed joy and pride in helping friends and colleagues navigate dietary restrictions by introducing them to oat milk and in inspiring them to adopt healthier, more sustainable habits. This highlights a significant social dimension to oat milk consumption. While previous studies have documented the individual health benefits of plant-based milk, from improved immunity to reduced disease risk, e.g. Rasika et al. (2021), our research complements these findings by demonstrating that oat milk can also serve to strengthen social bonds.

Finally, the link between the instrumental value “32 Family and connections” and the terminal value “38 Benevolence” confirms that for these consumers, the pursuit of health is fundamentally social, driven by a concern for the well-being of others. It seems that the sense of responsibility extends to friends and colleagues, where being healthy translates to being dependable. Our findings complement the study on workplace trust (Gopalan et al., 2023) by demonstrating that consumers use health as a strategy to build reliable and caring relationships in many spheres of life.

Environmental dimensions highly influenced oat milk consumers’ decision-making, primarily guided by the instrumental value of “33 Environmental consciousness,” to which two chains were connected. The prominent chain linked the attribute “14 Environmentally friendly” with the consequence “25 Planet sustainability.” Another chain linked the attribute “13 Animal welfare” to the functional consequence “20 Eat more natural,” then to the psychosocial consequence “28 Care about food production.” Contrary to the findings of Adamczyk et al. (2022) in their study on plant-based dairy alternatives in Poland, Germany and France, our results indicate that environmental claims were a key factor for oat milk consumers in the US. We found oat milk consumers’ concerns about environmental sustainability encompassed reducing carbon emissions, minimizing water waste in food production, mitigating climate change and preserving natural resources. For instance, consumers expressed strong concern about methane production from cows, which can significantly contribute to greenhouse gas emissions (Maze et al., 2024). They also viewed oat production as less water-intensive than crops like almonds, influencing their preference for oat milk over almond milk.

In line with previous studies that investigated consumer choices for plant-based products motivated by animal welfare concerns (cfr. Moss et al., 2022), our findings revealed consumers choosing oat milk to mitigate animal exploitation. The attribute “13 Animal welfare” is directly linked to the consequence “20 Eat more natural,” suggesting that consumers associate ethical concerns with a preference for more natural foods. This finding complements the study by Hopwood et al. (2020), which identified a relationship between consumer concerns about animal welfare and motivations for purchasing products that offer health and environmental benefits. Moreover, the consumers’ functional consequence of eating more natural has its guidance on the psychosocial consequence “28 Care about food production.” Consumers expressed concerns regarding the detrimental effects of highly intensive agricultural practices, such as extensive use of machinery and pesticides as well as concerns about the poor working conditions of producers.

The instrumental value “33 Environmental consciousness” is linked to the terminal value “39 Universalism,” revealing that oat milk consumers are motivated by a concern for collective well-being and environmental protection. For these consumers, choosing oat milk seems to be a daily action that helps them feel they are improving life for everyone by protecting the planet. This result is supported by the findings of Betley et al. (2023), who emphasized that the broader concept of universalism must consider the interrelationship between people and the environment. Our results align with the findings from Bryla (2021), who found that environmental claims influence consumers’ willingness to pay for food products. By prioritizing products with lower environmental impact, consumers highlighted making a positive attitude for the planet and future generations, reinforcing personal values and commitment to environmental protection.

Monetary dimensions influenced consumers’ decisions toward oat milk, guided by the instrumental value “31 Value the money.” The HVM revealed two chains within this perspective: one driven by the consequence “19 Budget control” that originated from the attribute “7 Price importance,” and the other driven by the consequence “16 Food wastage concerns,” that began from the attribute “10 Shelf-stable.” Consumers who prioritized budget control were influenced by discounts and promotions, demonstrating cost-conscious behavior, prioritizing affordable oat milk options over expensive brands. Aligned with the findings from Mekanna et al. (2024), we found that some oat milk consumers are highly budget-conscious, seeking the best value on purchases to preserve or increase their discretionary income.

Although oat milk consumers recognized the higher price of oat milk than dairy milk, they perceived its extended shelf life as a compensatory advantage. This perception connects to the second chain, where oat milk’s shelf stability was considered as an economic benefit, reducing food waste concerns. This result suggests that consumers believe the cost savings from minimized waste offset the higher price of oat milk.

We found a strong connection between the instrumental value “31 Value the money” and the terminal value “37 Accomplishment.” This sense of accomplishment was rooted in practical actions, such as managing finances efficiently and reducing household food waste, a goal they achieved directly by choosing products with a long shelf life. Since food budgets are often a household’s most flexible spending category (Park and Kim, 2024), consumers see an opportunity to make smart financial decisions. By choosing products that offer both economic and practical benefits, consumers gain a sense of accomplishment from managing their money effectively. This feeling suggests that smart financial management becomes a source of deeper satisfaction and fulfillment.

The main contribution of this study is a comprehensive assessment of the behavior, motivations and preferences of oat milk consumers. Specifically, this study contributes to the literature by identifying the attributes, consequences and values that influence consumers' choices of oat milk. The results indicate the dominant dimensions that are rooted in consumer values underpin the decision-making process for choosing oat milk.

We found four main dimensions guiding preferences for oat milk: palate, health, environmental and monetary considerations; each linked to specific values. Palate predilections were associated with sensory experiences and culinary versatility. The finding that oat milk can evoke pleasurable moments suggests a clear marketing strategy: positioning the product to appeal to consumers’ hedonistic values by highlighting its role in creating positive and memorable experiences.

By revealing the health values driving consumers, this study offers insights into tackling major societal health challenges, particularly those related to an aging population and the rise of chronic diseases (Fehér et al., 2020). The consumer focus on nutritional attributes like low sugar, protein content and being lactose-free demonstrates a clear commitment to preventive health, guided by the values of accomplishment and well-being. Our findings suggest that consumers associate the consumption of oat milk with disease prevention, increased longevity and an active lifestyle. This is aligned with the global push to shift in dietary patterns toward health-promoting food choices (Tessier et al., 2025). Industry stakeholders can benefit from these findings by promoting products that support longer, healthier and increase life expectancy. Additionally, possibly contributing to reducing healthcare burdens, our results inform policy developers and public health stakeholders on health-related consumers preferences and behaviors.

We found that consumers strategically choose oat milk to reduce their environmental footprint, specifically by avoiding products associated with high greenhouse gas emissions, intensive animal agriculture and water-intensive production. This consumer preference for a more sustainable food system, rooted in values of universalism and environmental preservation, offers guidance for farmers and food processors seeking to align their production with market demands. This perspective complements the findings of Traldi et al. (2024), who identified the need for farmers to understand consumer demand prior to diversifying their systems. An increase in oat cultivation, for instance, could serve as a viable alternative to the Midwest’s dominant corn-soybean rotation. Therefore, identifying the values behind consumer choices provides evidence that supports both agricultural diversification in the Midwest and the enhancement of value-added oat markets.

Monetary dimensions, guided by the value of accomplishment, revealed that oat milk consumers look for financially sound options that are aligned with personal fulfillment through responsible consumption practices. This was exemplified by the consumers’ search for extended shelf life in oat milk, which contributes to food wastage reduction and budget management. This find can be translated into marketing campaigns communicating the oat milk’s durability, which enhances economic solutions aligned with smart consumption. Highlighting oat milk’s extended shelf life and the product’s cost-benefit can potentially enhance consumers’ engagement based on a financial perspective. Overall, our findings provide insights that align with the broader public health, sustainable goals and economic behavior of oat milk consumption.

Although the study provided new findings about consumers’ values related to oat milk preferences, our sample of 32 oat milk consumers in central Indiana, while satisfactory for exploratory research and providing meaningful and recurrent reasoning rather than isolated opinions, limits generalization of the findings (i.e. from sample to population). Following Yin (2017), external validity should rely on analytical insights beyond our study, then we suggest future research with larger, more diverse samples to test the prevalence and significance of the observed trends. Also, through a quantitative survey with a representative sample in the US, future studies could address the reliance on self-reported interviews that might introduce social desirability bias, particularly regarding sensory, ethical or environmental considerations.

Future studies should also be designated to interview and survey oat buyers such as food processors, retailers and wholesalers to increase understanding of the barriers and motivations for (1) the oat production supply chain to reach market standards and (2) lead opportunities for Midwestern entrepreneurs to invest in processing and selling oats, increasing reliance on domestically sourced oats. These understandings would help identify actionable pathways for strengthening the domestic oat supply chain and reveal business opportunities for Midwestern entrepreneurs to invest in processing and marketing oats, possibly enhancing regional value creation and reducing dependence on imported ingredients. Additionally, future studies should investigate consumers’ willingness to pay for specific oat milk attributes identified in this study, such as texture, health and environmental claims. By quantifying the economic value consumers attach to these factors, studies can clarify how much weight each attribute carries in actual purchasing decisions and reveal potential market segments willing to pay premiums for specific product characteristics. This information would benefit producers and marketers by guiding product development and pricing strategies, retailers by improving product positioning and policymakers by providing evidence to support certification subsidies for oat producers.

The supplementary material for this article can be found online.