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.