Expectancy-value theory contributes to understanding consumer attitudes towards cow’s milk alternatives and variants Elizabeth Kempen Department of Life and Consumer Sciences University of South Africa E-mail: kempeel@unisa.ac.za Josephine Kasambala Department of Life and Consumer Sciences University of South Africa E-mail: kasamj@unisa.ac.za Lorna Christie Department of Life and Consumer Sciences University of South Africa E-mail: chrisl@unisa.ac.za Elize Symington Department of Life and Consumer Sciences University of South Africa E-mail: syminea@unisa.ac.za Lizette Jooste Department of Life and Consumer Sciences University of South Africa lizettediet@mweb.co.za Tertia Van Eeden Department of Life and Consumer Sciences University of South Africa E-mail: veedets@unisa.ac.za Corresponding author: Professor E. Kempen (kempeel@unisa.ac.za) This article has been accepted for publication and undergone full peer review but has not been through the copyediting, typesetting, pagination and proofreading process which may lead to differences between this version and the Version of Record. Please cite this article as an ‘Accepted Article’, doi: 10.1111/ijcs.12331 This article is protected by copyright. All rights reserved.