The final list of plant-based milk items in the current study compared with Lusk and Briggeman's (2009) list of values
| Column1 | Column2 |
|---|---|
| Lusk and Briggeman's (2009) values (unless otherwise indicated) | Current study |
| Naturalness (the extent to which the food is produced without the use of modern technologies) | Organic |
| Taste (the extent to which consumption of the food is appealing to the senses) | The taste is satisfactory |
| The taste is good | |
| Price (the price that is paid for the food) | 20% cheaper than the typical price of oat milk |
| Safety (the extent to which consumption of the food will not cause illness) | Not included |
| Convenience (the ease with which the food is cooked and/or consumed) | Not included |
| Nutrition (amount and type of fat, protein, vitamins, etc.) | Added calcium, protein, and vitamins |
| Tradition (preserving traditional consumption patterns) | Not included |
| Origin (where the agricultural commodities were grown) | Origin: Finland |
| Origin: EU, country not specified | |
| Fairness (the extent to which all parties involved in the production of the food equally benefit) | Not included |
| Appearance (the extent to which the food is appealing) | Adds good foam to coffee |
| Environmental Impact (effect of food production on the environment) | Lower carbon footprint than typical oat milk |
| Entirely plant-based package | |
| Other than Lusk and Briggeman | |
| Peer opinion (Helm, 2003; Wangenheim and Bayón, 2007) | Recommended by other people |
| Known brand (Kuang Chi et al., 2009; Oh, 2000; Tuorila et al., 2001) | You know the brand |
| Column1 | Column2 |
|---|---|
| Naturalness (the extent to which the food is produced without the use of modern technologies) | Organic |
| Taste (the extent to which consumption of the food is appealing to the senses) | The taste is satisfactory |
| The taste is good | |
| Price (the price that is paid for the food) | 20% cheaper than the typical price of oat milk |
| Safety (the extent to which consumption of the food will not cause illness) | Not included |
| Convenience (the ease with which the food is cooked and/or consumed) | Not included |
| Nutrition (amount and type of fat, protein, vitamins, etc.) | Added calcium, protein, and vitamins |
| Tradition (preserving traditional consumption patterns) | Not included |
| Origin (where the agricultural commodities were grown) | Origin: Finland |
| Origin: EU, country not specified | |
| Fairness (the extent to which all parties involved in the production of the food equally benefit) | Not included |
| Appearance (the extent to which the food is appealing) | Adds good foam to coffee |
| Environmental Impact (effect of food production on the environment) | Lower carbon footprint than typical oat milk |
| Entirely plant-based package | |
| Other than Lusk and Briggeman | |
| Peer opinion ( | Recommended by other people |
| Known brand ( | You know the brand |
Source(s): Authors' work
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