Modeling Drinking Milk Consumption Preferences under Climate Change and the Covid-19 Pandemics Conditions

Abstract

Climate changes and Covid-19 pandemic have dramatically led to adverse impacts on not only the food supply chains but also consumers’ consumption preferences and purchase decisions in the last decade, and thus they have gradually threatened the welfare of current and next generations. The aim of the research was to determine the factors affecting consumers’ milk consumption preference and purchase decisions at TRA1 region in Turkey, and then to construct the first and second-order consumption preference models based on the factors, and finally to test validation of the models. For the purposes, the main data of the study consisted of primary data obtained from 765 households residing in TRA1 region. The data were firstly used in Exploratory Factor Analysis (EFA) to determine factor dimensions, and then in Confirmatory Factor Analysis (CFA) for first and second-order multi-factor measurement models. The results of the study indicated that convergent and discriminant validities for each factor dimension in the CFA model were accepted by according to the compare and goodness-of-fit test threshold criteria. On the other hand, the results also highlighted that hygiene, sensory quality, and reliability factors at a higher level, and brand image, concern and nutrition value factors at a moderate level and milk supply source factor at a minimum level were major indicators on consumers’ milk consumption preferences and purchase decisions. All the factors out of concern factor covering the variables related to climate change and Covid-19 pandemic were of positive relationships on their milk consumption pattern, indeed, but concern factor created the negative impacts on the others. Consequently, contraction of animal-based milk diet consumption could be relatively contributed to mitigate the effects of climate change by being transited gradually to moderate-mixed plant-based milk sources, and then to preparation of new national diet programs related to milk consumption.