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

The increasing awareness of the benefits of functional non-dairy milk has been growing significantly due to the increasing recognition of the benefits of functional foods. Functional non-dairy milk 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 from food. Previous research indicated that women more often purchase foods that are perceived to be healthy, while men are more likely to purchase foods that are perceived to be hedonistic. Thus, this study aimed to examine the significant relationships among factors influencing functional non-dairy milk purchase intention based on the theory of planned behavior (TPB) and to identify behavioral differences between men and women. We conducted a quantitative study using structured questionnaires and with 413 valid respondents that consume functional non-dairy milk in six regions of Thailand. Further, we used a multi-group structural equation modeling approach to explore and compare consumers' intentions across genders. The results showed that trust and health consciousness positively influence an individual's perceived behavioral control and then directly affect their attitude and purchase intention of functional non-dairy milk products. Additionally, the multi-group analysis proposed that men and women consumers significantly differ in their requirements for enjoyable experiences while consuming functional non-dairy milk. More specifically, hedonic eating value has a greater impact on men's attitudes than women's attitudes. This study deepens our understanding of the functional non-dairy milk industry in Thailand in terms of market segments based on gender.