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Non-communicable diseases have increased globally, forcing consumers to consider their diets. One of the greatest diets to minimize NCDs is dairy products, but researchers have paid little attention to consumer buying intentions, especially in underdeveloped countries like Pakistan. As a result, researchers in Pakistan looked into how distinct utilitarian and hedonic attributes of dairy products influenced customer intentions. A cognitive-affective attitude approach based on the SOR model was used to construct a comprehensive conceptual model to better comprehend customers’ intentions about dairy products. Students at the university were given a self-administered questionnaire. In order to evaluate the hypotheses, a sample of 411 customers was analyzed using PLS-SEM. Results revealed that utilitarian and hedonic attributes positively influence consumers’ cognitive and affective attitudes, which ultimately …