Dairy Consumer Behavior with The Application, Theory of Planned Behavior (TPB)

The study found that positive attitudes towards industrial dairy products significantly increase consumers' willingness to choose these ‎products over traditional alternatives. Social influences, such as local community opinions and influential individuals, also play a key role in ‎shaping consumer preferences and intentions. Environmental awareness positively influences attitudes, while health consciousness does not ‎have a significant effect. Behavioral control significantly influences actual purchasing behavior, but social norms have no direct effect on ‎buyer behavior, suggesting their influence is indirect through intention. Overall, attitude and subjective norms significantly influence ‎intention to consume industrial dairy products‎.