Effect of labelled information and sensory attributes on consumers’ intention to purchase milk

Abstract

Purpose The purpose of this paper is to examine the influences of consumer perceptions of labelled information and sensory attributes on consumers’ intention to buy fresh milk. Design/methodology/approach An experiment was conducted on 117 consumers in a lab at a university. After closely inspecting the labels’ information and tasting two types of milk, participants were asked to fill in a questionnaire, using the direct interview method. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied to analyse the data. Findings The results show that products’ labelled information and the sensory perceptions increase the buying intention of both ultra-high temperature treated fresh milk (UFM) and pasteurised fresh milk (PFM). The sensory perceptions of PFM can mediate the relationship between products’ labels and consumer buying intentions, but this relationship is not true for UFM. According to our results, nutritional facts and taking responsibility for one’s health are the keys to fresh milk commercialisation in terms of higher relative weights and commonness. Originality/value Although the sensory aspects of milk have been rigorously evaluated in the food science literature, to the best of the authors’ knowledge, few studies have focussed on the sensory perceptions of fresh milk incorporating process categories (UFM and PFM) and their mediating effect between labelled information and buying intention in the social sciences. The study is pioneering in that it investigates the perceptions of sensory attributes affecting consumer purchasing decisions for fresh milk in an emerging market.

Health Consciousness and Its Effect on Perceived Knowledge, and Belief in the Purchase Intent of Liquid Milk: Consumer Insights from an Emerging Market

“…Therefore, an indirect effect of health consciousness on purchase intent through perceived knowledge indicates that they are purchasing liquid milk against their willingness to buy. Evidence shows that the sensory perceptions of liquid milk can mediate the relationship between perceived knowledge and consumers’ purchase intent [ 109 ]. Thus, perceived barriers influence consumers’ attitude negatively [ 110 ].…”

“…Thus, the marketers should focus on consumers’ knowledge about LM. Because the perceived knowledge of milk, like ‘taking responsibility for one’s health’, is the key to liquid milk commercialization [ 109 ].…”

“…Existing literature shows that belief is formed through a long comprehensive process, such as in the form of direct observation, inferences, or gathering information [ 25 , 61 ]. Therefore, stakeholders should take initiatives to disseminate all required information, specifically the nutritional facts [ 109 ] that can help to increase the level of belief regarding their marketed liquid milk, since consumers perceive that behavioural belief can help producers, marketers and government in formulating effective dairy policies [ 7 ]. Again, the study by Boniface and Umberger [ 113 ] found that over hedonist consumers consider information regarding health, product, process, and convenience when they form certain perceptions regarding dairy product quality.…”

“…However, perceived knowledge can affect purchase intent directly, meaning that consumers have little information regarding liquid milk that cannot help in building a significant feeling towards liquid milk. Evidence shows that in the Bangladeshi market, consumers are not satisfied with the quality of liquid milk [ 7 , 109 ]. In general, they consider the liquid milk to be a hedonic product [ 109 ] and recommend it for their children because they prefer to consume functional foods in the natural form [ 115 ].…”

What Determines the Purchase Intention of Liquid Milk during a Food Security Crisis? The Role of Perceived Trust, Knowledge, and Risk

“…The trust in information sources also helps to mediate the relationship between consumers' perceived knowledge and their attitude. The evidence revealed that the market for liquid milk is growing and that it is important for producers to satisfy consumer expectations by ensuring trusted information sources like food labels (e.g., sustainability), because food labels help consumers to mediate the association between attitudes and preferences [111,112].…”