Determination of consumers' intention to purchase goat milk: the case of the Mediterranean Region

Goat milk has increasing importance in daily food consumption of individuals. This study aims to determine the factors that have influence on goat milk consumption. The research was conducted based on a face to face consumer survey which was applied in the two cities of the south-east part of Turkey, Adana and Mersin. The sample size of the survey was determined as 518 consumers depend on convenience sampling in case of unlimited population size. In this regard, a multivariate probit model was designed to test the intentions for goat milk consumption and purchase. The result of the study shows that place of purchase, bottle type, odour, brand, cheese consumption and homeland are the related factors with goat milk consumption and purchase activities. These results could be useful for understanding consumer attitude towards goat milk and to identify commercial targets and production strategies in future.