TY - JOUR AB - Purpose The purpose of this paper is to examine the influences of consumer perceptions of labelled information and sensory attributes on consumers’ intention to buy fresh milk.Design/methodology/approach An experiment was conducted on 117 consumers in a lab at a university. After closely inspecting the labels’ information and tasting two types of milk, participants were asked to fill in a questionnaire, using the direct interview method. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied to analyse the data.Findings The results show that products’ labelled information and the sensory perceptions increase the buying intention of both ultra-high temperature treated fresh milk (UFM) and pasteurised fresh milk (PFM). The sensory perceptions of PFM can mediate the relationship between products’ labels and consumer buying intentions, but this relationship is not true for UFM. According to our results, nutritional facts and taking responsibility for one’s health are the keys to fresh milk commercialisation in terms of higher relative weights and commonness.Originality/value Although the sensory aspects of milk have been rigorously evaluated in the food science literature, to the best of the authors’ knowledge, few studies have focussed on the sensory perceptions of fresh milk incorporating process categories (UFM and PFM) and their mediating effect between labelled information and buying intention in the social sciences. The study is pioneering in that it investigates the perceptions of sensory attributes affecting consumer purchasing decisions for fresh milk in an emerging market. VL - 7 IS - 3 SN - 2398-628X DO - 10.1108/SAJBS-02-2018-0021 UR - https://doi.org/10.1108/SAJBS-02-2018-0021 AU - Hoque Mohammed Ziaul AU - Xie Jinghua AU - Nazneen Suraiya PY - 2018 Y1 - 2018/01/01 TI - Effect of labelled information and sensory attributes on consumers’ intention to purchase milk T2 - South Asian Journal of Business Studies PB - Emerald Publishing Limited SP - 265 EP - 286 Y2 - 2024/03/28 ER -