Samenvatting

This research investigates the consumer behaviour of different generations towardsplant-based drinks in the Netherlands and Canada, aiming to provide insights for moreeffective generational marketing targeting. The research identifies the motives behindpurchasing decisions and highlights notable differences between the two countries.The main question of this research is: “What is the consumer behaviour of differentgenerations towards plant-based drinks in the Netherlands and Canada?”. The threesub-questions are about different attitudes and perceptions towards plant-baseddrinks, motives to buy plant-based drinks, and the notable differences between theNetherlands and Canada. The research explores generational differences in consumption and attitudes in the Netherlands and Canada. Using a survey, this research investigates the marketing potential of plant-based drinks. The survey, targeting residents of both the Netherlands and Canada, was conducted in March and April 2024. In the Netherlands, Millennials prefer pea drinks, while Generation Z shows a versatile preference for all types of plant-based drinks. In Canada, no significant generational associations were found, suggesting that factors other than age influence consumption. The second sub-question explores the motives for buying plant-based drinks. In the Netherlands, Generation Z’s first encounter with plant-based drinks is often through social media, while Generation X’s is typically via (medial) specialists. In Canada, Generation Z also relies on social media, but Millennials prefer word-of-mouth. Motives vary, with Generation Z in the Netherlands driven by allergies & intolerances and sustainability, while Generation X prioritises health and animal welfare. In Canada, the Silent Generation focuses on health and sustainability.The last sub-question identifies notable differences in consumption patterns betweenthe two countries. Social media significantly influences purchasing behaviour in theNetherlands but not in Canada. Both countries show high social media use amongGeneration Z, but its impact on purchasing differs. In conclusion, the research highlights that generational differences significantly influence consumption patterns and motives for plant-based drinks in the Netherlands