Assessing Urban Consumer Intention on Purchasing of Organic Food in Sri Lanka

Purpose : Food consumption patterns are changing as a result of prevailing health and environmental issues. Organic foods are generally believed as safer to consume, nutritious, and environmentally sound production. The main purpose of this study was to recognize how the revealed information on organic food labels and perceived organic knowledge influence attitudes and trust toward organic food purchase intention and how subjective norm drives toward organic food purchase intention among urban consumers in Sri Lanka. Research Method : Primary data were collected through a questionnaire survey by means of face-to-face interview from a sample of 300 consumers covering five Divisional Secretariats in Colombo district. Divisional Secretariats were selected randomly. Data were analyzed by using Structural Equation Modeling and AMOS in SPSS. Findings : The results revealed that consumer attitude is the main attribute that influences organic foods purchase intention. Further, results elaborate consumers more concern on the health attributes of the organic foods. Consumers also have low trust on organic food producing companies, farmers, vendors, organic labels and certifiers. The study indicates that organic label does not have a clear profile to consumers. Thus they do not believe organic labeling provides correct and sufficient information. The results show that respondents have low knowledge on organic foods. Research Limitations : Data were gathered only from Colombo district of Sri Lanka. Therefore, future studies should be focused even on other urban areas of the country in order to capture general behavior of consumers on organic food purchase intention. Originality/ Value : Findings of this study are important to policy makers, organic producers, vendors, marketers, certifiers and research institutions to implement better strategies to develop a positive attitude and trust towards organic food in order to promote organic food consumption in Sri Lanka.