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Health Consciousness and Its Effect on Perceived Knowledge, and Belief in the Purchase Intent of Liquid Milk: Consumer Insights from an Emerging Market
Open accessAbstract
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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“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]
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“Teng and Wang (2015) showed that perceived knowledge affected only consumer trust, while Hoque et al. (2018) showed that perceived knowledge supported only consumers’ attitudes toward green products.”
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“This is supported by findings from a study about liquid milk where consumers who exhibit higher knowledge tend to buy and consume more functional foods((42)).”
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“According to Hoque, et al. [64], HC refers to a person’s level of concern for their own health.”
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“Health consciousness influences moral norm formation and can lead to the development of sustained ethical frameworks around food choices [10,49].”
InfluentialFakhreddine, L. B., & Sánchez, M. (2023) · Food Quality and Preference · doi:10.1016/j.foodqual.2023.104819 · Cited by 28
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“Research has revealed that health consciousness predicts various health behaviors and attitudes (Chen & Lin, 2018; Dutta-Bergman, 2004; Hoque et al., 2018; Sun et al., 2015).”
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“Research that examines the influence of attitudes on consumer behavior has been studied by several researchers, including: Soomro & Shah (2015); Shah & Soomro (2017); Hoque et al. (2018); Abdulsahib et al. (2019).”
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“Consumer attitudes are responses to consumer feelings that can take the form of liking or disliking a particular object, such as consumer attitudes toward product performance, company brands, product prices, or products themselves (Hoque et al., 2018).”
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“(42) and Chen and Li (46) discovered that the HC of consumers was positively related to attitude toward purchasing liquid milk and genetically modified foods.”
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“Health consciousness has also become a primary focus for many [13,14].”
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“…et al., 2014), nevertheless, it is unrealistic to expect that consumers will make inferences in line with scientific evidence behind the information (Stancu et al., 2021), this led researchers to access the perceived knowledge influence on information usage (Hoque et al., 2018; Wang et al., 2019).”
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“Additionally, promoting the use of nutraceuticals requires a link between consumer health consciousness and understanding (Hoque et al., 2018).”
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Sorry COVID-19! You Don’t Moderate My Intention to Purchase Functional Foods
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“This psychological construct is pivotal in predicting whether someone plans to carry out specific actions. hoque et al. (2018) emphasized that the more favorable one’s attitude is toward a product, the stronger one’s intention to buy.”
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“Erickson et al. (1984); Hoque et al. (2018) said that the extrinsic characteristics are those that allow differentiation from competing goods, such as brands, pricing, labels, designs, product information, authenticity, and cultural implications.”
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Institut Teknologi Bandung, I., Debora, R., Aprianingsih, A., & Institut Teknologi Bandung, I. (2023) · International Journal of Current Science Research and Review · doi:10.47191/ijcsrr/v6-i12-74 · Cited by 2
“It is also reported that attitude has a positive and significant effects on purchase intention [25] [26] [27] [28].”
BackgroundBY-PRODUCTS OF THE WHELK PROCESSING INDUSTRY AS VALUABLE SOURCE OF ANTIOXIDANT PEPTIDES
Varela, D., O’Hara, R., & Neves, A. C. (2021) · The World Conference on Waste Management · doi:10.17501/26510251.2021.1103 · Cited by 2
Role of egg addition in modulating the quality of noodles fortified with grape leaf powder
Kömürcü, T. C., & Bilgiçli, N. (2026) · Journal of Food Science and Technology · doi:10.1007/s13197-026-06629-4 · Cited by 1
Chaowarot, C., Rojniruttikul, N., & Chaveesuk, S. (2026) · Cogent Business & Management · doi:10.1080/23311975.2026.2653899 · Cited by 1
Chanda, T., Khan, M. K. I., Chanda, G. C., & Debnath, G. K. (2021) · Asian Journal of Dairy and Food Research · doi:10.18805/ajdfr.dr-205 · Cited by 1
“Along with this, the demand has increased for nutritionally enriched milk, such as containing appropriate amounts of solids-not-fat, total solids, protein, lactose and fat by the consumer (Hoque et al., 2018).”
BackgroundFinley, M., & Keni, K. (2022) · MBIA · doi:10.33557/mbia.v21i1.1790 · Cited by 1
Ghonim, M. A., Elsotouhy, M. M., & Khashan, M. A. (2024) · International Social Science Journal · doi:10.1111/issj.12489 · Cited by 1
Enhancing Elderly Well-Being Through the Adoption of Medication Adherence System
Tan, B. C., Pang, S. M., Lau, T. C., Lo, Y. T., & Tan, A. H. P. (2024) · Lecture notes in networks and systems · doi:10.1007/978-981-99-8498-5_9 · Cited by 1
Olum, S., Gellynck, X., Ongeng, D., & Steur, H. D. (2019) · Ghent University Academic Bibliography (Ghent University)
Widyaningtyas, D., Untoro, W., Setiawan, A. I., & Wahyudi, L. (2021) · International Conference on Health and Medical Sciences (AHMS) · doi:10.2991/ahsr.k.210127.008
Health-conscious working people and 7-11 ready meal
Sricharoenwong, K. (2019) · doi:10.58837/chula.is.2019.18
Şeker, P., GÜLER, H., Köseman, A., & ŞEKER, İ. (2021) · Journal of Istanbul Veterinary Sciences · doi:10.30704/http-www-jivs-net.993653
Wijesinghe, A. G. K. (2021) · SLIIT Business Review · doi:10.54389/ynij4691
Sumardi, N. A., Kassim, K. A., Hussin, N. A. M. M., Hassan, N., & Halif, M. M. (2022) · International Journal of Academic Research in Business and Social Sciences · doi:10.6007/ijarbss/v12-i7/14242
“…of adults, continuous sickness, including cardiovascular diseases (CVDs), stunted growth, various conditions associated with weight, diabetes, skin inflammation, swelling and specific sorts of cancers (Hoque et al., 2018; Lama, 2018; Sogari et al., 2018; World Health Organization (WHO), 2021a).”
Omar, N. A., Lahath, A., Nazri, M. A., & Hamid, S. N. A. (2022) · Proceedings of The International Halal Science and Technology Conference · doi:10.31098/ihsatec.v15i1.588
PERAN KEPERCAYAAN DAN SIKAP SEBAGAI MEDIATOR ANTARA EDUKASI DAN NIAT PENGGUNAAN HYPNO-SLIMMING
Budihardjo, F. K., & Cokki, C. (2023) · Jurnal Muara Ilmu Ekonomi dan Bisnis · doi:10.24912/jmieb.v7i1.23663 · Cited by 2
(2023) · Borneo Journal of Social Sciences and Humanities · doi:10.35370/bjssh.2023.5.2-06
“However, the impact of HC on PI is inconclusive as some studies also remarked on the insignificant role of HC, such as Hoque et al. (2018), Zayed et al. (2022), and Ling et al. (2023).”
BackgroundFaktor Pembentuk Repurchase Intention Product Halal Food di Indonesia
Suyono, S., Usman, I., & Astuti, S. W. (2023) · RELASI JURNAL EKONOMI · doi:10.31967/relasi.v19i2.709
“Menurut (Hoque, Nurul Alam, & Nahid, 2018) suatu trust dapat dianggap sebagai suatu intention dari konsumen, konsumen yang merasa atau didalam benak hatinya memberikan penilaian positif maka konsumen bersedia untuk mengambil sikap dalam melakukan keinginan untuk membeli kembali dan sebaliknya jika…”
BackgroundThe Effect of Marketing Mix and Health Consciousness on Purchase Decisions of Sanitary Products
Wulansari, D., Bangsawan, S., & Pandjaitan, D. R. H. (2024) · Journal of Economics Finance and Management Studies · doi:10.47191/jefms/v7-i2-51
A Healthy Lifestyle and Purchase Intention on Food Claims
Ramadhan, N. S., Cempaka, L., & David, W. (2024) · Journal of Functional Food and Nutraceutical · doi:10.33555/jffn.v5i2.120
Can redistribution of vaccine improve global welfare? Lessons from COVID-19
Kumari, G., & Dey, O. (2024) · The European Journal of Health Economics · doi:10.1007/s10198-023-01665-9
“Also, in high-income countries, people have more access to information compared to low-income countries, so people are more conscious [44].”
Strategy Planning Based on Factors Affecting Behavior of Healthy Food Consumption
Azzura, V. P., & Muslim, E. (2023) · Jurnal Sistem Teknik Industri · doi:10.32734/jsti.v25i1.9433
“The habit of consuming unhealthy foods is strongly influenced by psychological factors such as attitudes [3], perceived barriers and benefits [2], social factors such as received support, habits, and social influences [4].”
BackgroundFahlevi, M., Dandi, M., Matroji, F. J., & Asetya, D. R. (2024) · IOP Conference Series Earth and Environmental Science · doi:10.1088/1755-1315/1324/1/012130
Fitriani, M., & Warganegara, T. L. P. (2024) · International Journal of Multidisciplinary Applied Business and Education Research · doi:10.11594/ijmaber.05.04.24
Health Consciousness: Theory, Measurement, and Evidence
Espinosa, A., & Mulenga, L. (2024) · Springer eBooks · doi:10.1007/978-981-97-0821-5_16-1
Exploring challenges and demands of practising healthy eating in young adults: a qualitative study
Nor, N. Q. Z. M., Ismail, N. H., Hamid, S. B. A., & Fikri, A. M. (2024) · Environment-Behaviour Proceedings Journal · doi:10.21834/e-bpj.v9i30.6214
Bano, F., Kanojia, S., & Srivastava, A. K. (2024) · SSRN Electronic Journal · doi:10.2139/ssrn.5006902
Metadata
- 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)
- PMC
- PMC6164144
- 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
- gold
- dx.doi.org
- Licence
- 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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