An Investigation of the Effect of Objective and Subjective Knowledge on Consumers’ Buying Behaviour

In the growing body of marketing literature on the impact of consumer knowledge on intention to buy, distinction between subjective and objective knowledge has clearly been made. the difference between subjective and objective knowledge may be due to both the definition and measurement process. the goal of this research is to examine the impact of both subjective and objective knowledge related to attitude to and intention to buy light milk and dairy products. data were gathered via face-to-face survey from 330 consumers living in erdemli district of mersin, turkey. a hybrid path analysis was performed to test the hypothesis. the results of structural equations modelling clearly indicate that subjective knowledge and health consciousness are positively associated with attitude towards light milk and dairy products and objective knowledge is negatively associated with attitude towards light milk and dairy products. also, attitude towards light milk and dairy products is positively associated with intention to buy these products. implications and suggestions are developed based on the structural model for future researches.