Keywords
Fresh milk consumption behaviour
Consumption upgrade
Multiple regression
Submitted : 2026-05-04
Accepted : 2026-05-19
Published : 2026-06-03
Abstract
This study takes 326 college students as the research sample and employs a multiple regression model to empirically examine the effects of health consciousness, perceived quality and safety, perceived nutritional value, price sensitivity, purchase convenience, and brand preference on fresh milk purchasing frequency and willingness to pay a premium. The results indicate that health consciousness, perceived quality and safety, and perceived nutritional value have significant positive effects on purchasing frequency. Meanwhile, perceived quality and safety and price sensitivity exert the most significant influence on willingness to pay a premium. In addition, female consumers and students with higher consumption levels demonstrate a stronger willingness to pay a premium. This study provides empirical evidence for regional dairy enterprises to expand into the campus market and to optimize product strategies and channel distribution.
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