Students’ Perception of Milk and Milk-Based Beverage Categories on Product Packaging and Its Impact on Dairy Consumption Behaviour and Purchase Decisions

This study aimed to examine university students’ understanding of milk and milk-containing beverage categories and its influence on dairy consumption patterns and purchasing decisions. A total of 100 university students in Surakarta were selected as respondents using a purposive sampling method. Data were collected through an online questionnaire and analysed using descriptive statistics and the chi-square test. The results showed that the most frequent milk consumption was 1–2 times per week (81%), with most consumption occurring in the morning (49%). The main factors influencing purchasing decisions were halal labelling (50%) and taste (25%). Most respondents demonstrated a moderate level of understanding of food category classification (62%). Chi-square analysis revealed no significant correlation between students’ understanding of milk and milk-containing beverage categories and their consumption patterns (p = 0.216), nor with food category–related purchasing factors (p = 0.749). These findings suggest that although students possess a relatively adequate understanding of food category classification, other factors, such as halal labelling and taste, play a more dominant role in purchasing decisions and do not necessarily translate into healthier milk consumption patterns.