摘要：This study presents the results of a survey conducted in the Province of Vojvodina, Serbia to investigate consumers’ attitudes towards goat milk and goat milk products. Furthermore, the factors affecting consumer perception and subjective norms with respect to purchase were examined. The quantitative random survey was conducted and the data were collected using a structured questionnaire. The findings from this study revealed significantly lower acceptance of goat milk and dairy products compared to bovine milk and dairy products. Of total 440 respondents, 24.2 % had never consumed goat milk with significant positive impact (p<0.05) of age on consumption was found. Among, respondents, mostly the young population (18-25 years) does not consume goat milk. The study identified the odour (42.3 %) and taste (22.5 %) as the main barriers for consuming goat milk. In regard to purchasing, more than half of interviewed respondents do not buy goat milk and dairy products (67 % and 70.5 %, respectively) while the rest respondents expressed very low purchasing frequency. Health benefits represent the most important reason for potential consuming goat milk and dairy products (66.5 %). On the other hand, the main motives for purchasing bovine milk and dairy products are taste and quality (55.5 %). In particular, the oldest surveyed population (40-55 years) seemed to be the most positive group toward goat milk and the most interested in the product’s nutritional value and its health impact. The main category of goat dairy products purchased among surveyed respondents was cheese. These findings suggest that for better positioning on the market and for producing price-competitive products goat milk and dairy products should be more clarified as either quality products or products with added value or as products with unique health benefits.
