Food is a basic physiological need for survival, while nutrition and health are synonymous the sense of well-being. In Malaysia, generally food availability and variety is abundance due to our multicultural nature. Nonetheless, it is essential for consumers to make conscious decision on food choices and consumption in order to contribute to good health. Goat milk is one among the healthy natural products although its functional and nutritional value is less disseminated across the consumers. A cross sectional study was conducted to analyze the relationship between consumer attitude, social influence and self-efficacy on their intention to consume goat milk with the mediation effect of nutritional value. The study followed the application of PLS SEM to analyze the data. The findings clearly show the association between consumer attitude, social influence and self-efficacy on consumer's goat milk consumption. The partial mediation effect of nutritional health consciousness also indicates that consumers to a certain extend consider the benefits and nutritional value of the goat milk in their readiness to consume goat milk. The study extends better insight on goat milk consumption with support of theory of planned behaviour and with due consideration to benefits and nutritional value of the goat milk. � Serials Publications.

Food neophobia is an on-going issue that hits consumers of all stages of life. It is commonly associated with the reluctance to try new food unfamiliar to their food habits. The major objective of this research was to identify the customer's favorable or unfavorable factors correlated to goat milk purchasing intention among the Malaysian consumers by adapting the theory of planned behaviour (TPB). The components of this theory were fit into as attitude, social influence and self-efficacy with the mediation effect of neophobia character of the consumers. The results were analyze using PLS SEM and clearly indicate that there is a direct and positive correlation exists between attitude, social influence and self-efficacy on goat milk purchasing intention among Malaysian consumers. The mediation result of the neophobia traits of the consumer further showed partial mediation between the TPB variables and goat milk purchasing intention. The outcome of the study has practical and managerial implications directing the government and companies to disseminate the importance of goat milk consumption, especially in relation to nutritional and medicinal values. The paper extends better insight into the importance of goat milk consumption for better health among customers. � Serials Publications.