| dc.description.abstract | Sri Lanka is a country rich with full of natural
resources which can cater a considerable portion of
ever-growing market demand for organic products in
the World. Identifying this fact is important for the Sri
Lankan food and beverage industry to focus on organic
farming and supplying various products grown under
ecological systems. Based on this the study was conducted
to investigate the factors influencing on consumer
purchase intention towards organic food in Sri Lanka with
reference to Undergraduates. Based on extensive literature
review, the study adopted factors such as attitude, health
consciousness, consumer knowledge, environmental
concern, perceived behavior control and subjective norms
to assess the purchase intention of organic food products.
The primary data were gathered using a structured
questionnaire from a sample size of 111 and SPSS
software with version 21.0 had been used to analyze the
data collected. The results show that attitude is the most
influential factor that influence on purchase intention of
organic food in Sri Lanka. Insights from this study can
be used to further expand the organic food producing
markets as it contributes marketers to target and retain
health conscious customers more effectively. Further
research can use the same model to investigate the factors
and to facilitate full understanding of the consumerdecision making process regarding organic produce while
considering the tradeoffs that consumers make between
values and product as well as consumer segmentation. | en_US |
