A mediating effect of food Neophobia toward purchasing intention of goat milks among Malaysian consumers

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.