Cited by 112Consumer Attitudes and Food LabelingConsumer Behavior and Marketing InfluenceNutrition, Health and Food Behavior

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

Open access
Hoque, Mohammed Ziaul, Alam, Md. Nurul, Nahid, Kulsuma Akter·2018·Foods

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.

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Crossref · 10.3390/foods7090150

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  • Health consciousness enhances perceived behavioral control regarding healthy eating.

    “Studies show that consumers with higher health consciousness have greater perceived control over avoiding unhealthy food choices and opting for healthier alternatives [10,35,63].”

    From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [10]

    The Introduction and Discussion link health consciousness to perceived knowledge, belief, and attitudes toward liquid milk. Searches for perceived behavioral control and control over healthy food choices found no passage addressing whether health-conscious consumers feel more able to avoid unhealthy foods or choose healthier alternatives. (LLM, conf=0.75)

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Authors
Hoque, M. Z., Alam, M. N., & Nahid, K. A.
Affiliations
  • UiT The Arctic University of Norway (NO)
  • Coats Bangladesh Limited, Sagorika Road, Chittagong 4219, Bangladesh
  • International Islamic University Chittagong (BD)
Corresponding author
Hoque, Mohammed Ziaul
Venue
Foods
Publisher
MDPI AG
Published
2018-09-07
Volume
7
Issue
9
Pages
150
ISSN
2304-8158 (ISSN-L)
OpenAlex
W2890747719
Cited by
112
References
83
Citations by year
2026: 8 · 2025: 10 · 2024: 27 · 2023: 19 · 2022: 18 · 2021: 15 · 2020: 10 · 2019: 3 · 2018: 2
FWCI
7.15
Type
journal article
Language
en
Open access
Locations
  • Foods (publishedVersion, cc-by)
  • Europe PMC (PubMed Central) (publishedVersion, cc-by)
  • PubMed Central (publishedVersion, cc-by)
  • PubMed (publishedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion)
  • NORA - Norwegian Open Research Archives (submittedVersion, other-oa)
Topics
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Consumer Attitudes and Food Labeling
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
Keywords
health consciousness, perceived knowledge, consumer beliefs, consumer attitudes, purchase intention, fluid milk, dairy consumption, consumption patterns, household income, Bangladesh

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