How Brand Preference Shapes Brand Loyalty of Milk Powder Through Young Consumers’ Eyes: The Moderating Role of Health Consciousness

Abstract

Disputable information circulated through mass media on contamination of imported milk powder with hazardous chemical compounds is common at present that challenges consumer brand preference and brand loyalty. Though these two concepts seem highly correlated, adequate empirical studies have not yet explored with respect to the Sri Lankan market in young consumers' health consciousness grounds to see the probable effect. Therefore, the present study aims to bridge this knowledge gap by focusing on the Sri Lankan milk powder market. Data were collected from Sri Lankan young consumer group (n= 100