“…According to Jerop et al (2013), the major reason for purchasing goat's milk is taste and its wide usage in the household (for the purpose of cooking). Besides that, literature found consumers are intended to purchase if the taste is not being significantly compromised (Hung, Verbeke & de Kok, 2016;Shan, Regan, Monahan, Li, Murrin, Lalor, Wall & McConnon, 2016;Tobin, O'Sullivan, Hamill & Kerry, 2014). Similar to this finding, one of the participants said that his motive to purchase because of the taste.…”