Muslim Consumer Intention toward Goat Milk Purchasing Behavior in Malaysia: A Preliminary Findings

The attention on Muslim consumers towards consumption goat milk in Malaysia is increasing due to following Prophet Muhammad (pbuh) sunnah and because of its healthy content. However, there are some debates on the goat milk due the odour that prevent Muslim consumer to consume it. This study strives to investigate Muslim consumer intention toward goat milk purchasing in Malaysia. Broadly speaking, the Theory of Planned Behavior (TPB) model explained how consumers form behavioral intention. This study was employed TPB to investigate Muslim consumer intention toward goat milk purchasing behavior. A 5-point Likert continuum scale was used to analyze and rank perceptions of consumers, with one (1) as strongly disagreed and five (5) as strongly agreed. A total 55 respondents were involved in these preliminary findings. Multiple regression analysis was used to analyze Muslim consumer intention toward goat milk purchasing behavior in Malaysia. This study finds Muslim consumers attitude and taste are the factors contribute to influence intention to purchase goat milk directly and indirectly. Descriptive statistics show that the younger Muslim consumers, high educated and income is the most respondents who is participate in this study. This study could contribute to a better understanding of Muslim consumers demand towards goat milk purchasing.