Students’ Perception of Milk and Milk-Based Beverage Categories on Product Packaging and Its Impact on Dairy Consumption Behaviour and Purchase Decisions

Department of Food Science Technology, Universitas Sebelas Maret, Jl. Ir. Sutami 36A, Surakarta 57126, Indonesia

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Abstract

This study aimed to examine university students’ understanding of milk and milk-containing beverage categories and its influence on dairy consumption patterns and purchasing decisions. A total of 100 university students in Surakarta were selected as respondents using a purposive sampling method. Data were collected through an online questionnaire and analysed using descriptive statistics and the chi-square test. The results showed that the most frequent milk consumption was 1–2 times per week (81%), with most consumption occurring in the morning (49%). The main factors influencing purchasing decisions were halal labelling (50%) and taste (25%). Most respondents demonstrated a moderate level of understanding of food category classification (62%). Chi-square analysis revealed no significant correlation between students’ understanding of milk and milk-containing beverage categories and their consumption patterns (p = 0.216), nor with food category–related purchasing factors (p = 0.749). These findings suggest that although students possess a relatively adequate understanding of food category classification, other factors, such as halal labelling and taste, play a more dominant role in purchasing decisions and do not necessarily translate into healthier milk consumption patterns.