Attitudes and Perceptions of Fresh Pasteurized Milk Consumers:A Qualitative and Quantitative Survey

Food purchasing behaviour is influenced by economic factors such as price and income, as well as by non‐economic factors such as concern about diet and health, growth of vegetarianism, convenience, household′s life cycle and advertising. Reports on a survey in Chania, the second largest city of Crete, to determine the factors that affect the purchasing behaviour of fresh pasteurized milk and to identify the attitudes and perceptions of consumers towards it. Reveals that the concern about health of consumers, strong advertising campaigns, as well as the age and economic status of respondents, influence consumer choice towards fresh pasteurized milk. Finally, scrutinizes the attitude of the majority of consumers towards fresh pasteurized milk although concentrated milk (the basic competitor) still has the biggest market share in Chania.