This study applied the stimulus-organism-response (S-O-R) model to examine the effects of brand image, product judgment, and perceived risk on consumers’ purchase preference towards foreign baby milk powder products in the Vietnam market. Research findings conducted with a structure equation modeling (SEM) approach show product judgment produces a positive effect on perceived risk, which in turn advance consumers’ purchase preference towards foreign baby milk products. Conversely, brand image has a positively direct effect on purchase preference. The study contributes to the S-O-R model by an examination of the value-risk interface of a unique product and its effect on consumer behavior. Research implications and limitations are discussed.

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