Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior
Dairy products play a vital role in food security and public health, but differences in traditional and industrial production methods result in varying health impacts. This study addresses a critical research gap by exploring consumer behavior in choosing industrial dairy products over traditional a...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-12-01
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| Series: | Applied Food Research |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2772502225004342 |
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| author | Mohammad Hojjati Abbas Mirzaei Nastaran Hemmati Bahareh Goodarzi Shamsabadi |
| author_facet | Mohammad Hojjati Abbas Mirzaei Nastaran Hemmati Bahareh Goodarzi Shamsabadi |
| author_sort | Mohammad Hojjati |
| collection | DOAJ |
| description | Dairy products play a vital role in food security and public health, but differences in traditional and industrial production methods result in varying health impacts. This study addresses a critical research gap by exploring consumer behavior in choosing industrial dairy products over traditional alternatives. A comprehensive theoretical framework was developed by extending the Theory of Planned Behavior (TPB) with additional constructs, including risk perception, health consciousness, and self-identity. Using stratified random sampling, 377 household heads in Izeh County, Khuzestan Province, Iran, were selected, and data were collected through face-to-face interviews. The findings revealed that, among the traditional constructs, attitudes and subjective norms significantly and positively influenced consumers' behavioral intention to consume industrial dairy products over traditional ones. Furthermore, all three added constructs (risk perception, health consciousness, and self-identity) had a significant impact on this intention. Health consciousness emerged as the strongest predictor of behavioral intention. To encourage the consumption of industrial dairy products, the study recommends increasing the production of health-oriented options (e.g., low-fat, probiotic, and fortified products), developing culturally aligned brands, and implementing educational campaigns and promotions to boost health consciousness. |
| format | Article |
| id | doaj-art-a874530ee3f546c0aae441a6b958407b |
| institution | Kabale University |
| issn | 2772-5022 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Applied Food Research |
| spelling | doaj-art-a874530ee3f546c0aae441a6b958407b2025-08-20T03:34:04ZengElsevierApplied Food Research2772-50222025-12-015210112910.1016/j.afres.2025.101129Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behaviorMohammad Hojjati0Abbas Mirzaei1Nastaran Hemmati2Bahareh Goodarzi Shamsabadi3Department of Food Sciences and Technology, Agricultural Sciences and Natural Resources University of Khuzestan, PO Box 6341773637, Mollasani, Iran; Corresponding authors at: Agricultural Sciences and Natural Resources University of Khuzestan, PO Box 6341773637, Mollasani, Iran.Department of Agricultural Economics, Agricultural Sciences and Natural Resources University of Khuzestan, PO Box 6341773637, Mollasani, Iran; Corresponding authors at: Agricultural Sciences and Natural Resources University of Khuzestan, PO Box 6341773637, Mollasani, Iran.Department of Food Sciences and Technology, Agricultural Sciences and Natural Resources University of Khuzestan, PO Box 6341773637, Mollasani, IranDepartment of Food Sciences and Technology, Agricultural Sciences and Natural Resources University of Khuzestan, PO Box 6341773637, Mollasani, IranDairy products play a vital role in food security and public health, but differences in traditional and industrial production methods result in varying health impacts. This study addresses a critical research gap by exploring consumer behavior in choosing industrial dairy products over traditional alternatives. A comprehensive theoretical framework was developed by extending the Theory of Planned Behavior (TPB) with additional constructs, including risk perception, health consciousness, and self-identity. Using stratified random sampling, 377 household heads in Izeh County, Khuzestan Province, Iran, were selected, and data were collected through face-to-face interviews. The findings revealed that, among the traditional constructs, attitudes and subjective norms significantly and positively influenced consumers' behavioral intention to consume industrial dairy products over traditional ones. Furthermore, all three added constructs (risk perception, health consciousness, and self-identity) had a significant impact on this intention. Health consciousness emerged as the strongest predictor of behavioral intention. To encourage the consumption of industrial dairy products, the study recommends increasing the production of health-oriented options (e.g., low-fat, probiotic, and fortified products), developing culturally aligned brands, and implementing educational campaigns and promotions to boost health consciousness.http://www.sciencedirect.com/science/article/pii/S2772502225004342Dairy production methodsHealth consciousnessRisk perceptionSelf-identityExtended theory of planned behavior |
| spellingShingle | Mohammad Hojjati Abbas Mirzaei Nastaran Hemmati Bahareh Goodarzi Shamsabadi Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior Applied Food Research Dairy production methods Health consciousness Risk perception Self-identity Extended theory of planned behavior |
| title | Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior |
| title_full | Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior |
| title_fullStr | Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior |
| title_full_unstemmed | Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior |
| title_short | Predicting consumers' intention and behavior towards industrial dairy products: A study based on an extended theory of planned behavior |
| title_sort | predicting consumers intention and behavior towards industrial dairy products a study based on an extended theory of planned behavior |
| topic | Dairy production methods Health consciousness Risk perception Self-identity Extended theory of planned behavior |
| url | http://www.sciencedirect.com/science/article/pii/S2772502225004342 |
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