Investigating the Effect of Self-Congruence, Peers, Parents and Gender on Intention to and Actual Consumption of Dairy Products

This study investigates the factors affecting the tendency to consume and actual consumption of dairy products.

A structural equation model was proposed on the relationships among various constructs including self-congruence (real, actual and functional), awareness, parents, peers and gender. A sample of teenage girls (n=150) and boys (n=100) in Isfahan was surveyed and the collected data was analyzed using Smart PLS software.

Actual self-congruence, ideal-self congruence, social-self congruence, peers, family, awareness, and functional congruence positively influence adolescents’ intention to and actual consumption of dairy products. The data also lends credence to the moderating role of gender whereby, the tendency to achieve ideal and actual self congruency was stronger among girls. They are also more influenced by their parents. On the other hand, boys are more prone to be affected by their peers.

In order to improve the level of dairy consumption among teenagers, awareness, image-related elements, parents and peers, functional aspects of diary products, and gender-related behavioral differences needs to be taken into consideration.