Samenvatting

This study analyzes the consumer behavior of different generations regarding plant-based drinks in the Netherlands and Canada. Dutch Millennials prefer pea-based milk, while Generation Z shows a broader preference; in Canada, generational differences are less pronounced. Purchase motives vary: social media strongly influences Dutch Generation Z, whereas word-of-mouth is more important for Canadian Millennials. Allergies, sustainability, and health are key drivers, differing by generation and country. The research highlights the need for tailored marketing strategies per generation and region.