The purpose of this study is to assess the degree of health consciousness and customer based brand equity, and this study aims to consider further the impact of health consciousness on customer based brand equity by using the health belief model theory and brand value concept in the carbonated soft drink industry in Sri Lanka. A total of 338 usable data were collected from undergraduate students at universities in Sri Lanka. In analyzing the empirical data one sample t-test and simple linear

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... ression analysis were used. The results show that the degree of health consciousness and customer based brand equity are in low level and moderate level, respectively, whilst health consciousness has significant positive impact on customer based brand equity. The findings of this study regarding the levels of health consciousness and customer based brand equity and the impact of health consciousness on customer based brand equity have important implications for marketing managers in the carbonated soft drink industry in Sri Lanka.