Observational analysis revealed attitudes and social influences shape dairy product choices, suggesting implications for marketing strategies.
The study found that positive attitudes towards industrial dairy products significantly increase consumers' willingness to choose these products over traditional alternatives. Social influences, such as local community opinions and influential individuals, also play a key role in shaping consumer preferences and intentions. Environmental awareness positively influences attitudes, while health consciousness does not have a significant effect. Behavioral control significantly influences actual purchasing behavior, but social norms have no direct effect on buyer behavior, suggesting their influence is indirect through intention. Overall, attitude and subjective norms significantly influence intention to consume industrial dairy products.
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Menaka et al. (2025) studied this question.
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