Abstract
This study is based on the influence of consumers’ health consciousness (HC), perceived knowledge (PK) and beliefs affecting the attitude and purchase intent (PI) of the consumers. The outcome of this study is obtained through an exclusive survey conducted on a randomly selected sample of 712 households who purchase liquid milk (LM) in the cities of Dhaka and Chittagong in Bangladesh. A structured questionnaire is used to interview these participants to obtain data which are analysed employing descriptive statistics, Confirmatory Factor Analysis, and Structural Equation Modelling. The results of the analyses corroborate that consumers’ health consciousness has a positive impact on perceived knowledge, belief, and attitude, but not on purchase intent. In addition, belief affects both the attitude and PI positively. Although consumers’ perceived knowledge is too low to constitute their attitude towards LM, it has a positive, significant impact on the PI. The results also reveal that more than a third of the respondents consume LM several times per month, followed by more than a quarter of the sampled respondents who consume LM several times per week, and these consumption patterns have a positive and significant influence on the PI. Moreover, the monthly income of the family, age, and labelling preference are significantly correlated with PI.
Highlights
Global consumption and the market for functional foods pertain to, in large, consumers’ health consciousness [1] and their awareness, as well as knowledge [2]
A significant 53.7% of the respondents opted for buying from local grocery shops and the other 17.1%, 14.7% and 14.5% from supermarket, Farm’s agent, and agro-farm respectively. 65.3% of the respondents (465 participants) reported that they read the label on the liquid milk (LM) containing nutritional information, certifying authority and so on, while 34.7% of the respondents do not
Our findings contradicted theirs; after examining this issue in Hypothesis 1d (H1d) we found that health consciousness does not have any significant effect on the purchase intent of liquid milk, the impact of health consciousness is significantly positive on Attitude toward liquid milk (H1c)
Summary
Global consumption and the market for functional foods pertain to, in large, consumers’ health consciousness [1] and their awareness, as well as knowledge [2]. Studies that correlate between consumers’ knowledge in functional foods and their physical health are of great interest to researchers [3]. Research evidence indicates that Asia-Pacific is the fastest growing market and is expected to grow at a rate more than an eighth per year [4]. The interest and demand for healthy food in the Bangladeshi market is projected to soar almost in the same manner [4]. As disposable income [5] and organizations grow here [6], health consciousness among people and the demand for functional foods are growing up in this country [7]. As the literature corroborates, milk is the most consumed and marketed processed dairy food product [8]
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