Evaluating the Effects of Utilitarian and Hedonic Drivers on Milk Consumption: A Structural Equation Modeling Approach

Year 2025, Volume: 12 Issue: 3, 666 - 678, 23.07.2025

Yavuz Topcu

https://doi.org/10.30910/turkjans.1694129

Abstract

The study investigated the utilitarian and hedonic motives driving consumer milk consumption in the TRA1 region, and analyzed their direct and total impacts on their consumption satisfaction. Primary data were collected from 765 households in the TRA1 region. Structural interactive regression model was applied to examine the relationships among the factor dimensions validated by Confirmatory Factor Analysis. The structural models demonstrated acceptable fit based on established criteria. The results of the study indicated that the hedonic motives of reliability and brand image, influenced by consumer concerns regarding hygiene, reliability, and milk source, explained 33.4% of the variance in milk consumption satisfaction and had a 36.6% total effect. The utilitarian drivers of hygiene, milk source and content, and sensory quality, were influenced by concerns related to reliability, hygiene, milk source and content, and brand image. These utilitarian factors explained 72.7% of the variance in satisfaction and exhibited a 44.5% total effect within the SIRMs.

Keywords

Climate change , Milk consumption , Structural interavtive regression model , Utilitarian motives , Hedonic motives

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