Factors Affecting Consumer’s Choices of Milk Based on Reasoned Action Theory

Background: Raw milk consumption can be associated with harmful side effects due to high risks of contamination; however, a large number of people still tend to consume raw milk. This study aimed to determine the factors affecting consumer’s choice of milk (raw or pasteurized) based on Theory of Reasoned Action (TRA). Methods: This cross-sectional study was performed on healthy individuals older than 20 years old referred to shopping centers in Tabriz, Iran. The data collection tool was a valid and reliable questionnaire designed based on the TRA to investigate the consumers’ choice of milk. Results: Overall, 266 individuals, including 104 (39.1%) males and 162 (60.9%) females with the mean age of 40.72±10.18 years participated in this study. A positive and direct correlation was observed between all TRA components including nutritional attitude, subjective norm, behavioral intention, and nutritional behavior. There was a significant direct correlation between education level and TRA components, while body mass index (BMI) showed an inverse correlation. Attitude, subjective norm, and behavioral intention could predict 87% of milk choices. Attitude and intention were the strong predictors of nutritional behavior (p<0.05). Conclusion: This study provided clear evidence for the affecting role of educational level and BMI on consumers’ choice of milk. In addition, it was shown that TRA can be used as a reference framework to investigate milk product preferences in future studies.