Factors Affecting Consumers' Purchase Intention for Buffalo Milk-based Yogurt Enriched with Stabilized Pigmented Rice Bran

Traditionally used for animal feed or disposed of as waste, rice bran shows considerable potential for food applications because of its elevated nutritional content. Introducing stabilized rice bran (SRB) as a supplementary ingredient in food represents an innovative concept in the Philippines. This research seeks to evaluate the factors influencing consumers’ purchase intention towards Buffalo Milk-Based Yogurt (BMBY) Enriched with Stabilized Pigmented Rice Bran (SRB) in Negros Occidental, Philippines. A total of 198 respondents in the five major cities of Negros Occidental were interviewed through a face-to-face survey to gather primary data using a structured questionnaire. Data were analyzed using descriptive and binary regression analyses. Results showed that majority (62.1%) of the respondents consumed yogurt products for refreshment and healthy diet purposes (36.6%). Most (85.9%) of them were not aware about stabilized rice bran and its health benefits but were willing to buy the Buffalo Milk-Based Yogurt (BMBY) Enriched with Stabilized Pigmented Rice Bran (SRB) if made available in the market. Regression analysis revealed that household size (ß = -.245, odd ratio = .091, p-value = .783), flavor (ß = .536, odd ratio = 1.708, p-value = .015), and taste (ß = .817, odd ratio = 2.263, p-value = .000) are positive and significant factors affecting consumers’ purchase intention toward BMBY enriched with SRB, while price is a negative predictor(ß = -.050, odd ratio = .952 p-value = .031). Educational campaign is crucial to raise consumer awareness on the benefits of consuming functional foods incorporated with stabilized rice bran. Food product developers should consider adding different flavors to cater consumers preferences, enhance product taste for increased consumers’ satisfaction, and offering various sizes of yogurt to allow consumers to tailor their purchase to fit their budget. Furthermore, policymakers can use the study findings to formulate nutrition policies that promote the use of rice bran as an adjunct food ingredient to improve health among Filipino consumers and promote circular economy.