“…What motivates Muslim consumers' intention of purchasing goat's milk? There is a conscious and unconscious motivation as discussed by previous studies (Umar, et al, 2017;Rani, Umar, Ramli, Rahman, Abdullah & Salleh, 2016;Siew, Rahman, Rahman, Haris, Chang, & Rani, 2016;Chang, Rahman, Rahman, Aris, Siew, & Rani, 2016). However, they are more often unconscious rather than conscious.…”