Factors affecting to the Consumer Purchasing Intention on Organic Food: Special Reference with Colombo District, Sri Lanka

Abstract

Demand for organic foods is increasing all over the world due to various health issues. such as Cancer, High blood pressure, Heart diseases, Diabetes and Obesity etc. In fact, organic food purchasing behaviors are increasing not only in developed countries but also in the developing countries (Hughner et al., 2007; Paul et al., 2016). As a developing country, Sri Lankan people are moving to healthy consumption with the improvement in living standards such as increase in income and that of health. They start to focus more on food quality rather than quantity and hence creating a big chance for an organic market (Atapattu & Wijesinghe, 2017). Further, it has shown consumers and marketers have increased their interest towards organic foods due to the health, nutrition and environmental issues prevailing due to pesticides and other non-natural substances which are used to increase the agricultural productions. Sri Lankan consumers generally have less awareness on organic products, because organic market is still small and primitive in Sri Lanka. There is a growing demand for organic food, especially among urban consumers in the Colombo District in Sri Lanka. The development of the organic food market has become an essential factor as there is a strong focus on the sustainable development objectives of end hunger, achieve food security and improved nutrition and promote sustainable agriculture. For that, there is timely essential to identify the key factors influencing consumer intention to purchase organic food. Majority of previous research studies have identified that many consumers have a preference in organic food. Further, researchers have proved that consumers prefer to use organic food because it is low in salt, fat, and artificial additives and rich in vitamins and minerals essential to maintain good health (Yin et al., 2010). Zanoli and Naspetti (2002) have mentioned that health benefit is the strongest purchasing intention of organic foods. Research conducted in Tanzania and Kenya have mention that nutrition and personal attitude are the major factors that have influenced on organic food purchase intention (Wang et al., 2019). As a results of Organic food products can be identified environment friendly production methods and cultivation techniques (Chinnici et al., 2002). Thus, an emerging market for organic food products in Sri Lanka (Kumarasinghe & Pathmini, 2017). Also, many researchers found that there is a growing number of consumers claim to pay attention to buy organic food after considering different factors like health and environment (Saleki & Seyedsaleki, 2012). In addition, many studies have investigated that factor like nutrition value, safety, trust, awareness, availability, price and wiliness to pay are affecting the purchase intentions towards organic food (Mhlophe, 2016; Kouy S, et al., 2016). According to the literature, this research was focused to investigate how revealed health, nutrition value, safety, environment friendly, trust, attitudes, awareness, availability, price and wiliness to pay determine organic purchase intentions of consumers