Sustainable development goals for the dairy sector and opportunities to increase milk consumption

The dairy sector is widely recognized as a strategic component of sustainable development due to its contributions to economic growth, food security, nutrition, and poverty reduction. In Mongolia, despite abundant livestock resources and a long-standing tradition of milk and dairy consumption, actual milk intake—particularly processed milk—remains below internationally recommended levels. This paradox highlights the need for an integrated approach that links sustainable dairy sector development with consumer-oriented marketing strategies. This study aims to examine opportunities to increase milk consumption within the framework of sustainable dairy sector development by integrating sustainability marketing theory, agricultural marketing concepts, and international dairy sustainability frameworks. The study draws on a comprehensive review of international literature and policy documents, including the Sustainable Development Goals (SDGs), the Dairy Sustainability Framework (DSF), and sustainability marketing theory, alongside an empirical consumer survey. Primary data were collected through a questionnaire survey of 300 undergraduate students at the Mongolian University of Life Sciences. Quantitative and qualitative methods were employed, and the data were analyzed using SPSS, applying buyer decision-making models, marketing funnel analysis, and behavioral segmentation techniques. The results indicate that 68% of respondents consume less milk than the recommended intake level, while 63.7% expressed a clear willingness to increase their milk consumption. The findings further suggest that milk consumption among low-consuming students could increase by up to 92.7% if key constraints—such as lack of habitual consumption, limited consumer awareness, and insufficient product availability—are addressed. The study contributes to the literature by proposing a theoretical and methodological framework for sustainability marketing in the dairy sector that integrates production potential, consumer behavior, and sustainable development objectives. The findings offer practical implications for policymakers, dairy producers, and marketers seeking to promote sustainable dairy consumption, enhance household incomes of small-scale producers, and support the achievement of SDGs 1–3 in Mongolia and similar transition economies.