Dairy Consumer Behavior with The Application, Theory of Planned ‎Behavior (TPB)‎

  • Authors

    • Mrs. M. Menaka Research Scholar, PG & Research Department of Commerce, Kongu College of Arts and Science, Karur. ("Affiliated to Bharathidasan ‎University, Tiruchirappalli, Tamil Nadu.")‎
    • Dr. N. Naveena Research Supervisor, PG & Research Department of Commerce, Kongu College of Arts and Science, Karur. ("Affiliated to Bharathidasan ‎University, Tiruchirappalli, Tamil Nadu.")‎
    • Dr. J. Elanchezhian PG & Research Department of Commerce, M R Government Arts College, Mannargudi ("Affiliated to Bharathidasan ‎University, Tiruchirappalli, Tamil Nadu.")‎
    https://doi.org/10.14419/vhfa1115

    Received date: August 22, 2025

    Accepted date: September 25, 2025

    Published date: October 19, 2025

  • Perceived Behavioural Control; Theory of Planned Behaviour (TPB), Social Norms‎.

  • Abstract

    The study found that positive attitudes towards industrial dairy products significantly increase consumers' willingness to choose these ‎products over traditional alternatives. Social influences, such as local community opinions and influential individuals, also play a key role in ‎shaping consumer preferences and intentions. Environmental awareness positively influences attitudes, while health consciousness does not ‎have a significant effect. Behavioral control significantly influences actual purchasing behavior, but social norms have no direct effect on ‎buyer behavior, suggesting their influence is indirect through intention. Overall, attitude and subjective norms significantly influence ‎intention to consume industrial dairy products‎.

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  • How to Cite

    Menaka, M. M. ., Naveena, D. N. ., & Elanchezhian , D. J. . (2025). Dairy Consumer Behavior with The Application, Theory of Planned ‎Behavior (TPB)‎. International Journal of Accounting and Economics Studies, 12(6), 679-683. https://doi.org/10.14419/vhfa1115