International comparison of consumers' purchase intentions towards dairy products: evidence from Greece and Serbia

Abstract

The aim of this paper is to perform an international comparison of consumers' purchase intentions towards dairy products with evidence from Greece and Serbia. The Theory of Planned Behavior (TPB) model is used as theoretical base of this research, approaching the consumers' purchase intentions towards dairy products from an international perspective. Purchase Intention is the dependent variable and the independent ones are: Food Neophilia, Product Knowledge, Health Consciousness, Social Contacts and Price Perception. This particular model is used in order to understand and predict Greek and Serbian consumers' willingness to buy dairy products. This study has followed the quantitative methodology. More specifically, a corresponding questionnaire, interpreted for this research, was used, which has been distributed through internet and social media and physical locations such as super markets and small dairy shops. Overall, 288 usable responses were obtained and they were analyzed through Microsoft Office Excel and IBM SPSS platforms. This dissertation is beneficial for the companies in order to analyze consumers' purchase intentions for the Greek and Serbian dairy sector.