Identification of Consumer Purchase Intention Factors and Interactions for Fresh Milk Product

The purpose of this paper is to examine the significant relationships among the factors influencing consumers’ purchase intention for fresh milk products and identify behavioural differences across age based generation tiers and income levels. One of the main reasons is low consumer demand for fresh milk has driven up product return rates. The experiment involved 482 respondents located at the Indonesian cities of Jakarta, Bogor, Depok, Tangerang, and Bekasi who indicated a preference for consuming fresh milk. Participants were asked to complete a questionnaire of the study. The results show that each hypothesised relationship is both positive and significant. Perceived product quality and extrinsic product cues first build consumers’ trust. This strengthened trust—together with social influence and an individual’s desire to consume—enhances perceived behavioural control, which proves to be the most powerful driver of purchase intention, while Social Influence also boosts purchase intention directly. Multi Group Structural Equation Modelling shows that the effect of product quality on trust and social influence on purchase intention varies across generations. Consumers with higher incomes place greater value on product quality and extrinsic cues, while lower income lean more on social influence when deciding to buy fresh milk. This research enriches the Theory of Planned Behavior by integrating cognitive (product quality, extrinsic cues), social, and personal (consumption drive) factors in SEM model—first in the fresh?milk category—analyzing their stability across age and income groups. It reveals how the balance between cognitive product evaluation and social pressure changes with demographic characteristics in shaping consumers’ purchase intentions for fresh milk.