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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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Sorted by citations
Items 101–112 of 112
Orlandou, K., Togas, C., & Alexias, G. (2024) · Psychology the Journal of the Hellenic Psychological Society · doi:10.12681/psy_hps.39618
THE COMPARISON OF HEALTH CONSCIOUSNESS INFLUENCE TOWARD PURCHASE INTENTION TO COW MILK AND SOY MILK
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Analysis of consumer motivation on purchase intention of Flimty Fiber
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Measuring Health-Conscious Consumers
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Examining Adults' Knowledge and Attitudes Towards Nutrition in Terms of Sustainability
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Hossain, A., Nielsen, M. K., Nielsen, R., Zaman, B., & Islam, I. (2026) · Aquaculture Economics & Management · doi:10.1080/13657305.2026.2625665
“Perceived knowledge about food products also shapes consumer attitudes and intentions (Hoque et al., 2018).”
Effect of lifestyle, and health consciousness on street food purchase intention using the TPB model
Trivedi, J. C., Soni, B. K., & Batra, P. (2026) · Rajagiri Management Journal · doi:10.1108/ramj-10-2025-0185
The Role of Health and Environmental Awareness on Plant-Based Milk Purchase Decision
Pramesthi, S. A. I., Setyowati, N., & Adi, R. K. (2026) · IOP Conference Series Earth and Environmental Science · doi:10.1088/1755-1315/1608/1/012028
“This result is consistent with prior that have reported a significant influence of health awareness on attitudes [11], [17], [18].”
Factors influencing Generation Z muslims’ purchase decisions of green halal pharmaceutical products
Putri, R. A., & Irfany, M. I. (2026) · Halal Studies and Society · doi:10.29244/hass.3.2.14-20
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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