Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers
Buffalo milk has many health benefits, such as reducing the risk of cardiovascular diseases and cancer and improving bone mass. However, the buffalo milk market sector in Malaysia can be considered relatively young as the products availability are still limited. Although Malaysia's dairy market...
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| Format: | Article |
| Language: | English |
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Human Resources Management Academic Research Society (HRMARS)
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/118044/ http://psasir.upm.edu.my/id/eprint/118044/1/118044.pdf |
| _version_ | 1848867414138159104 |
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| author | Rosiman, Nurul Hidayah Ungku Zainal Abidin, Ungku Fatimah Meor Hussin, Anis Shobirin |
| author_facet | Rosiman, Nurul Hidayah Ungku Zainal Abidin, Ungku Fatimah Meor Hussin, Anis Shobirin |
| author_sort | Rosiman, Nurul Hidayah |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Buffalo milk has many health benefits, such as reducing the risk of cardiovascular diseases and cancer and improving bone mass. However, the buffalo milk market sector in Malaysia can be considered relatively young as the products availability are still limited. Although Malaysia's dairy market has increased positively in the past years, limited research was reported on the factors that influenced the purchase intention among Malaysian consumers for buffalo milk and buffalo milk products. This study investigates factors that influenced consumer demands towards buffalo milk and buffalo milk products, including consumer awareness), trust, knowledge, attitude, subjective norms, perceived behavioral control (PBC), acceptance, and purchase intention. This study adopted the extended Theory of Planned Behaviour (TPB) model, which tested the influence of awareness, trust, acceptance, and knowledge on consumers' intention to purchase buffalo milk and buffalo milk products. A total of 202 usable data were collected from consumers using self-administered surveys. Data obtained from the survey were then analyzed using SPSS (version 22) and Smart PLS. The results indicated that PBC (p<0.05) and acceptance (p<0.05) have a significant relationship with the purchase intention of buffalo milk and milk products. Knowledge indirectly influences the purchase intention, while it has a significant relationship with acceptance (p<0.05). This study could provide information that help the marketers or dairy industry understand to fulfil the consumers' demand for buffalo milk and milk products consumption in Malaysia. |
| first_indexed | 2025-11-15T14:36:07Z |
| format | Article |
| id | upm-118044 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:36:07Z |
| publishDate | 2024 |
| publisher | Human Resources Management Academic Research Society (HRMARS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1180442025-06-23T04:46:48Z http://psasir.upm.edu.my/id/eprint/118044/ Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers Rosiman, Nurul Hidayah Ungku Zainal Abidin, Ungku Fatimah Meor Hussin, Anis Shobirin Buffalo milk has many health benefits, such as reducing the risk of cardiovascular diseases and cancer and improving bone mass. However, the buffalo milk market sector in Malaysia can be considered relatively young as the products availability are still limited. Although Malaysia's dairy market has increased positively in the past years, limited research was reported on the factors that influenced the purchase intention among Malaysian consumers for buffalo milk and buffalo milk products. This study investigates factors that influenced consumer demands towards buffalo milk and buffalo milk products, including consumer awareness), trust, knowledge, attitude, subjective norms, perceived behavioral control (PBC), acceptance, and purchase intention. This study adopted the extended Theory of Planned Behaviour (TPB) model, which tested the influence of awareness, trust, acceptance, and knowledge on consumers' intention to purchase buffalo milk and buffalo milk products. A total of 202 usable data were collected from consumers using self-administered surveys. Data obtained from the survey were then analyzed using SPSS (version 22) and Smart PLS. The results indicated that PBC (p<0.05) and acceptance (p<0.05) have a significant relationship with the purchase intention of buffalo milk and milk products. Knowledge indirectly influences the purchase intention, while it has a significant relationship with acceptance (p<0.05). This study could provide information that help the marketers or dairy industry understand to fulfil the consumers' demand for buffalo milk and milk products consumption in Malaysia. Human Resources Management Academic Research Society (HRMARS) 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/118044/1/118044.pdf Rosiman, Nurul Hidayah and Ungku Zainal Abidin, Ungku Fatimah and Meor Hussin, Anis Shobirin (2024) Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers. International Journal of Academic Research in Business and Social Sciences, 14 (10). pp. 1289-1302. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/20859/Analysis-of-Factors-Affecting-Intention-to-Purchase-Buffalo-Milk-and-Milk-Products-among-Malaysian-Consumers 10.6007/ijarbss/v14-i10/20859 |
| spellingShingle | Rosiman, Nurul Hidayah Ungku Zainal Abidin, Ungku Fatimah Meor Hussin, Anis Shobirin Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers |
| title | Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers |
| title_full | Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers |
| title_fullStr | Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers |
| title_full_unstemmed | Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers |
| title_short | Analysis of factors affecting intention to purchase buffalo milk and milk products among Malaysian consumers |
| title_sort | analysis of factors affecting intention to purchase buffalo milk and milk products among malaysian consumers |
| url | http://psasir.upm.edu.my/id/eprint/118044/ http://psasir.upm.edu.my/id/eprint/118044/ http://psasir.upm.edu.my/id/eprint/118044/ http://psasir.upm.edu.my/id/eprint/118044/1/118044.pdf |