Valeeratana Kalani SinsawasdiChutamas JayuutdiskulPrangmilint MontriwatKarunee KwanbunjanMahidol University2020-12-282020-12-282020-01-01Journal of International Food and Agribusiness Marketing. (2020)15286983089744382-s2.0-85097140293https://repository.li.mahidol.ac.th/handle/20.500.14594/60358© 2020 Taylor & Francis Group, LLC. Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.Mahidol UniversityAgricultural and Biological SciencesBusiness, Management and AccountingArticleSCOPUS10.1080/08974438.2020.1848689