Abstract:
organic food industry currently has become one. most emergmg
markets around the world. considering the recent economic growth in Sri
Lanka, agricultual sector inclusive of organic food industry, holds a
significani portion over the contribution to economic growth' However Sri
Lanka being one of the largest exporters in agricultural sector,
understandit g ttt. potential d behaviour of the consumers regarding organic
food productl is vital to expand the industry. Hence the aim of this study is
to u*lyr. and discuss the organic food market and customer purchasing
intention in Sri Lankan context.This research study is descriptive in nature
and data has been collected from 150 respondents. Secondary data were
collected through rigorous literature review. Primary data were collected
through u .onru.Jr survey conducted in western province using a
strucired questionnaire. Stratified random sampling method was used to
select the respondents for the survey. Collected data were analysed using
mean analysis, frequency measures and regression. SPSS version 16.0 was
used as ,oftwure package to analyse the datab. However based on the
research outcome, markJting mix and pre purchase related factors have a
clear positive reiationship with the'iustomer purchasing intention of
organic foods..Hence the iecommendation and insights for sffategies have
be;n provided via the study that can be used by organic food manufacturers
in accordance with their business situation to maximize benefits for their
business.
