This study looks at consumer behavior related to dairy products, specifically focusing on preferences for plant-based and organic alternatives and how that affects dairy production. Health, environmental, and ethical considerations are influencing consumer preferences in the dairy industry more and more. Dairy products that are organic are thought to be healthier and more environmentally friendly than their conventional counterparts, while plant-based substitutes are becoming more and more well-liked for moral and perceived health reasons. Changes in consumer preferences have a big impact on market strategies and sustainability initiatives related to dairy farming techniques. Comprehending these dynamics is vital for dairy sector players to proficiently modify production techniques and marketing strategies. Using a mixed-methods approach, this study investigates consumer behavior and motivations, offering insights into the trajectory of dairy product consumption going forward and its effects on the agricultural sector.