Exploring the commercial viability of goat milk from a developing country perspective: Implications for consumer preferences, market dynamics, and food security

Goat milk is a nutritionally rich dairy alternative with growing global demand, yet its commercial presence in Sri Lanka remains minimal. This study assesses the commercial viability of goat milk by examining consumer preferences and market dynamics, using Kundasale in the Kandy District as a case study. Despite its digestibility, hypoallergenic properties, and high micronutrient content, goat milk accounts for a negligible share of national dairy production, reflecting limited consumer awareness and market penetration. Guided by the Fishbein Multi-Attribute Attitude Model and the Theory of Reasoned Action, the study investigates how awareness, attitudes, and socio-economic factors influence consumer intentions toward goat milk consumption. A logistic regression framework models the likelihood of consumer adoption based on those variables. The conceptual framework further outlines the influence of consumer characteristics, perceptions, and economic constraints on purchase decisions. Findings aim to identify key enablers and barriers to goat milk adoption, contributing to policy recommendations for dairy diversification and local enterprise development. By integrating behavioral theory with market analysis, the study addresses a significant knowledge gap in Sri Lanka and offers a replicable approach for evaluating goat milk’s commercial potential in comparable developing economies. The results have broader relevance for global efforts to enhance dairy self-sufficiency, promote functional foods, and support sustainable, small-scale livestock systems.