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

Purpose – This study investigates consumer preferences and values related to oat milk consumption in the US. It also investigates how product attributes connect with the consequences of its consumption and how these relationships are guided by personal values. Design/methodology/approach – Using the means-end chain framework and the theory of values, we conducted soft laddering interviews with 32 oat milk consumers. Attributes, consequences and values were identified through content analysis, coded into ladders and analyzed using an implication matrix and hierarchical value map. Centrality index analysis was used to determine the most influential elements shaping the paths of consumer decision-making. Findings – Four dimensions shape oat milk preferences: palate (e.g. creaminess and taste), health (e.g. nutritional content and digestive comfort), environmental (e.g. sustainability and animal welfare) and monetary (e.g. price and shelf life). These dimensions reflect values such as hedonism, health and well-being, benevolence and universalism. Consumers perceive oat milk as a functional product and an expression of health, sustainability and financial responsibility. Practical implications – Findings inform producers, processors and policymakers on aligning products with consumer values. Emphasizing sensorial quality, nutritional benefits and sustainability can enhance market appeal while supporting diversification of US agriculture and contributing to healthier, more sustainable food systems. Originality/value – This study applies means-end chain theory to plant-based milk consumption, advancing knowledge of the cognitive pathways linking product attributes to consumer values. It extends understanding beyond attribute-based analyses by showing how values drive emerging food trends.