Abstract:
This study aimed to examine the factors influencing Ouffhur. intention towards fresh
milk consumption in the Manmunai North Divisional Secretariat Area of Batticaloa, Sri
Lanka. The research tbcused on assessing the ievels of health consciousness, trust,
price. anil their irnpact on purchase intention. A structured questionnaire was used to
gather data, wit;r 385 responses included for analysis out of the 398 questionnaires
receiveC. The dctz;'vvas analJ/zed using SPSS 25.0 software. The results revealed a high
level of purchr..se intention arnong the respondents. Significant positive correlations
were fbund i:r:ti.',,:en health consciousness, trust, and purchase intention, as weli as
tretwe*n attitu,ie and pLlrchase irrtenlion. Conversely, price had a negative influence on
purchase interrii,rn. 'fhese factors co!lectively accounted fbr a substarrtial portion of'the
variation in purchase intention and attitude towards fresh milk consumption. The studi,'
recommends tiral marketing strategies should target health-conscious and trustful
consumers whiie addressing price concerns, in order to enhance purchase intention
towards fresh milk consumption. Fufthermore, the mediating role of attiiude in the
relaiionship betrveen predictor variables and purchase intention was expiored. This
research providrs valuable insights for marketers and policymakers to promote fresh
miik consumpiion among consumers.Based on the findings of this study, it is
recommended that the government in'lplements subsidies for cattle farming at the
village and district/regional levels" This irrtervention can significantly increase milk
production, reduce the dependence on pow-dered milk imporls. and address issues
related to malnutrition, unemployment, and reduced income. Moreover, it would
contribute to rurai and regional develcpnient arrd facilitate progress in the dairy sector.
Ultimateiy, the.lriiry industry couid become se !f-sufficient, presenting oppcrtunities fbr
exporting rnilk anci rniik prodr"icts to cther countries.
