Exploring consumer intention and perceptions towards purchasing local milk powder

Wijesinghe, AGK, Senadeera, UMRMI and Abeynayake, NR (2021) Exploring consumer intention and perceptions towards purchasing local milk powder. Journal of Food and Agriculture, 14 (1). pp. 18-35. ISSN 1800-4288

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Abstract

Disputable information recently released through the mass media related to the imported milk powder has made a negative influence on powdered milk consumption in Sri Lanka. Conversely, this disputable information has been able to make high demand for local milk powder products. Therefore, this study was mainly focused to evaluate how the attitude towards the product, perceived knowledge, trust, price, availability, health consciousness, and subjective norms influence the local milk powder purchase intention of consumers. Primary data were collected through a questionnaire-based survey employing a face-to-face interview from a sample of 250 respondents covering five Divisional Secretariats in the Kegalle District. Data were analyzed by using Confirmatory Factor Analysis through Analysis of Moment Structure (AMOS). The results revealed that trust, health consciousness, availability and price are the main factors that influence the local milk powder purchase intention of the consumers. The results also show that the lack of availability is the major issue in the local milk powder industry. Hence, the findings of the case of Kegalle District, are important to policymakers, producers, vendors, and the government to implement better strategies for the development of the local milk powder industry in Sri Lanka.