A Grounded Theory-Based Study on the Functional Attribute Perception and Purchase Decisions of Plant-Based Milks Among Chinese Fitness Enthusiasts: Integrating Traditional Dietary Principles with Modern Sports Nutrition

Lijun Liu

doi:10.62051/ijgem.v8n3.04

Authors

Lijun Liu

DOI:

https://doi.org/10.62051/ijgem.v8n3.04

Keywords:

Plant-based milk, Functional attributes, Chinese fitness enthusiasts, Grounded theory, Consumer behaviour

Abstract

The study explores how awareness of specific functional attributes in plant-based milk alternatives influences purchase behaviour among Chinese fitness enthusiasts, addressing a critical knowledge gap in specialised consumer segment research. Employing a grounded theory methodology, the research conducted semi-structured interviews with 20 participants (12 female, 8 male) across diverse fitness disciplines, utilising systematic qualitative analysis techniques including open, axial, and selective coding to develop a comprehensive theoretical framework. The research identified five core categories significantly influencing purchase decisions: Functional Attribute Knowledge System, Cultural-Scientific Decision Integration, Training-Adaptive Selection Strategy, Performance Outcome Validation, and Sensory-Functional Balance. The analysis revealed complex interactions between traditional Chinese dietary principles and modern sports nutrition science, with participants demonstrating sophisticated mechanisms for evaluating functional attribute claims. The study provides both theoretical and practical contributions, offering a novel theoretical model explaining functional attribute perception, insights into the unique decision-making processes of Chinese fitness enthusiasts, and actionable recommendations for product developers and marketers in the plant-based milk market. As the first study examining Chinese fitness enthusiasts' plant-based milk motivations, this research bridges critical gaps in understanding specialised consumer segments and their nutritional decision-making processes.

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