Data for: Consumers' willingness-to-pay for dairy and plant-based milk alternatives towards sustainable dairy: A scoping review

Description

This data is for the 123 research articles on consumers' willingness to pay for dairy and plant-based milk attributes compiled for the scoping review titled "Consumers' willingness-to-pay for dairy and plant-based milk attributes: a scoping review". The scoping review aimed to accomplish the following five goals: (1) identify and evaluate the milk and plant-based milk alternatives products and attributes that have been explored in WTP studies, (2) explore how much consumers are willing to pay for different milk attributes across geographic regions, (3) identify key factors driving consumers' WTP for milk and plant-based milk alternatives (4) explore different methods used, (5) explore the impact of consumers' WTP for dairy and PBMA on sustainable dairy (6) identify potential research areas in understanding WTP studies on dairy and plant-based milk alternatives. The Cochrane Handbook for systematic reviews of interventions was used for search, selection, and data extraction methods (Higgins et al., 2019). The protocol development and the report followed the preferred reporting items for systematic literature reviews and meta-analyses (PRISMA) guidelines and checklists (Moher et al., 2009). Search terms for consumers, WTP and milk were obtained from previous systematic literature review studies on consumers (Alsubhi et al., 2023; De Steur et al., 2017), WTP (Alsubhi et al., 2023; De Steur et al., 2017; Olum et al., 2020) and milk (Largueza et al., 2023; Zeltzer et al., 2022). The search terms for milk were adopted as milk and soymilk since other articles on soymilk were not included in the search term milk.

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Before the data collection, the protocol development followed the preferred reporting items for systematic literature reviews and meta-analyses (PRISMA) guidelines and checklists to promote transparency, comprehensiveness, reproducibility, and reduce bias (Moher et al., 2009). A protocol for this review was registered on the 14th of April, 2023, and is available on the link https://doi.org/10.17605/OSF.IO/DS3CJ. The search process began on the 15th of April, 2023, using the Web of Science, Scopus, and AgEcon databases. Search terms on consumers, WTP and milk were obtained from previous systematic literature review studies on consumers (Alsubhi et al., 2023; De Steur et al., 2017), WTP (Alsubhi et al., 2023; De Steur et al., 2017; Olum et al., 2020) and milk (Largueza, Mocellin, Nunes, & Ribas, 2023; Zeltzer, Moyer, & Philibeck, 2022). The search strings included in the protocol available on the link https://doi.org/10.17605/OSF.IO/DS3CJ were applied. The selected studies were limited to peer-reviewed public research articles using primary data because of the nature of the study, which included many studies. Eligible studies in the review were (1) peer-reviewed original public research articles published in scientific journals, (2) used primary data, (3) written in the English language, and (4) reporting consumers' WTP for dairy milk or PBMAs. We excluded non-peer-reviewed articles, conference papers, and book chapters. Studies focusing on other dairy products, such as cheese, were also excluded. The review did not apply geographic and time boundaries. Search results into Endnote X20 where references were verified and duplicates eliminated. Data extraction was performed on the articles that met the full-text screening requirements. Different studies used different formats to report the consumers' WTP for the investigated attributes. The mean incremental WTP was reported in the study. Where not reported, the mean incremental WTP was calculated by subtracting the difference between the regular product and the price consumers are willing to pay for the milk attribute. The review captured study information such as authors, country, region, type of milk, sample size, study setting, value elicitation methods, number of attributes, main attribute, mean WTP, and analytical methods. Other studies directly reported the percentage price premium for the investigated milk attributes. The marginal WTP enables the comparison of consumers' WTP prices for different milk attributes across regions. The WTP values for the milk attribute with the highest WTP were reported in the selected studies expressed as a percentage of the price of the regular milk product for that same year in the same currency, accounting for inflation and currency adjustments to give a uniform metric (Turner et al., 2019).

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