The purpose of this scoping review is to accomplish five goals. First, the study identifies and evaluates the milk and plant-based milk alternative products and attributes explored in the willingness to pay studies. Second, the study will explore how much consumers are willing to pay for different milk attributes across geographic regions. Third, the key factors driving consumer willingness to pay for milk and plant-based milk alternatives will be explored. Fourth, different methods to elicit willingness to pay and analytical methods will be identified. Lastly, the study identifies potential research areas. The review aims to add to the existing literature by providing a more comprehensive understanding of the consumers' willingness to pay for milk and plant-based milk alternatives.
