In this study, we examined value orientations and product information processing procedures among consumers that impact their intention to purchase dairy products produced using self-supplied feed. The results can help develop promotion strategies for consumer behavior toward such products. We performed covariance structure analysis on the date of the questionnaire survey. The analysis revealed that consumers’ “taste orientation” directly affected their sensory evaluation of dairy products. By contrast, consumers’ “safety/health orientation” impacted their evaluation of dairy products through their evaluation of feed – the primary factor differentiating one dairy product from another. Thus, promoting buying behavior in consumers with a strong “safety/health orientation” requires emphasizing that products use self-supplied feed and thus contribute to a low environmental impact, whereas promotion for consumers with a strong “taste orientation” requires a variety of media to increase familiarity with raw milk.
