Factors Influencing Local Branded Fresh Milk Purchase Intention among Consumers: A Case from Kurunegala District of Sri Lanka

Abstract

Disputable information released through the mass media related to the imported powder milk incorporated with melamine, dicyandiamide (DCD) and animal fat has made a negative influence on powder milk consumption in Sri Lanka. This study was focused to analyze how consumers’ perceived knowledge, processed knowledge, health consciousness, attitudes, certification and subjective norms influence the purchase intention of local branded fresh milk among consumers in Kurunegala District in Sri Lanka. Data were collected from 200 consumers in selected supermarkets and other sales centers covering five Divisional Secretariats in Kurunegala district by means of face to face interview. Super markets were selected randomly and respondents were selected by systematic sampling. A Confirmatory Factor Analysis was carried out to find the relationships between selected seven Constructs. The results revealed that consumers’ health consciousness was the main Construct that influenced the purchasing intention of locally produced branded fresh milk. Findings of this study provide new information about the purchasing behaviour of consumers.