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Karamizadeh, Maliheh, Mohsenpour, Mohammad Ali, Nosrati-Oskouie, Mohammad, Foroumandi, Elaheh. (1399). Factors Affecting Consumer’s Choices of Milk Based on Reasoned Action Theory. سامانه مدیریت نشریات علمی, 5(4), 184-192. doi: 10.30476/ijns.2020.88324.1097
Maliheh Karamizadeh; Mohammad Ali Mohsenpour; Mohammad Nosrati-Oskouie; Elaheh Foroumandi. "Factors Affecting Consumer’s Choices of Milk Based on Reasoned Action Theory". سامانه مدیریت نشریات علمی, 5, 4, 1399, 184-192. doi: 10.30476/ijns.2020.88324.1097
Karamizadeh, Maliheh, Mohsenpour, Mohammad Ali, Nosrati-Oskouie, Mohammad, Foroumandi, Elaheh. (1399). 'Factors Affecting Consumer’s Choices of Milk Based on Reasoned Action Theory', سامانه مدیریت نشریات علمی, 5(4), pp. 184-192. doi: 10.30476/ijns.2020.88324.1097
Karamizadeh, Maliheh, Mohsenpour, Mohammad Ali, Nosrati-Oskouie, Mohammad, Foroumandi, Elaheh. Factors Affecting Consumer’s Choices of Milk Based on Reasoned Action Theory. سامانه مدیریت نشریات علمی, 1399; 5(4): 184-192. doi: 10.30476/ijns.2020.88324.1097

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

International Journal of Nutrition Sciences
مقاله 5، دوره 5، شماره 4، اسفند 2020، صفحه 184-192    اصل مقاله (432.08 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.30476/ijns.2020.88324.1097
نویسندگان
Maliheh Karamizadeh1؛ Mohammad Ali Mohsenpour2؛ Mohammad Nosrati-Oskouie3؛ Elaheh Foroumandi* 4
1Nutrition Research center, School of Nutrition and Food Sciences, Shiraz University of Medical Sciences, Iran
2Department of Clinical Nutrition, School of Nutrition and Food Sciences, Shiraz University of Medical Sciences, Shiraz, Iran
3Department of Clinical Nutrition, Faculty of Nutrition and Food Sciences, Tabriz University of Medical Sciences, Tabriz, Iran
4Students’ Research Committee, Department of Nutrition, School of Nutrition, Tabriz University of Medical Sciences, Tabriz, Iran
چکیده
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 signifcant 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.

کلیدواژه‌ها
Theory of reasoned action؛ Food choice؛ Raw milk؛ Pasteurized milk
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