CONSUMER PURCHASE TNTENTIOI{ TOWARDS OF' FRESH IV{{LK CONSUMPTION WITTI TTIE MEDIATING ROLE OF ,ATT{TUDE: A SPECIAI, R.EF.ERENCE TCI MANMUNAI NOTI.TH DTVISTON OF EATTICALOA.

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.