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An unsustainable milk value chain can make consumers’ retention of preferences fragile, leading to a reduction in belief. One of the major ways of changing this belief is “belief revision” which accounts an interaction between a change in an individual’s preference with reference to its source and a belief expectancy and affects consumers’ behavioral intentions effectively. As there is little research on belief revision, the present study aims to investigate the impact of belief revision on purchase intention under an extended model for the theory of planned behavior. In doing so, the data were collected via a survey design regarding buying and drinking of liquid milk (LM) of the urban area. Principal component analysis and the binary logit model were the main research methods employed to analyze the data. The results of the study show that in a high level of belief expectancy, consumers’ behavioral belief revision and control belief have a negative effect, and the strength of behavioral belief has a positive significant effect on the purchase intention of LM. Moreover, among three social cognitive factors (attitude, subjective norm, perceived behavioral control [PBC]), only the PBC is associated positively and significantly with the purchase intention of LM, while no modal salient belief (beliefs, belief expectancies, belief values) affects the social cognitive factors. The study fundamentally adds to the literature, in that it first demonstrates the significance of belief revision in assessing the purchase intention.

Understanding the Influence of Belief and Belief Revision on Consumers’ Purchase Intention of Liquid Milk