Consumers’ Intention to Purchase Functional Non-Dairy Milk and Gender-Based Market Segmentation

The increasing awareness of the benefits functional non-dairy milk has been growing significantly due to recognition foods. Functional provides a valuable alternative for lactose-intolerant people with other dietary restrictions preventing them from consuming dairy milk. However, some evidence suggests that not all consumers benefit equally food. Previous research indicated women more often purchase foods are perceived be healthy, while men likely hedonistic. Thus, this study aimed examine significant relationships among factors influencing intention based on theory planned behavior (TPB) and identify behavioral differences between women. We conducted quantitative using structured questionnaires 413 valid respondents consume in six regions Thailand. Further, we used multi-group structural equation modeling approach explore compare consumers’ intentions across genders. results showed trust health consciousness positively influence an individual’s control then directly affect their attitude products. Additionally, analysis proposed differ requirements enjoyable experiences More specifically, hedonic eating value greater impact men’s attitudes than women’s attitudes. This deepens our understanding industry Thailand terms market segments gender.