Abstract:
The green concept and the developing of organic food are still in the infant stage and
nowadays, it is noted that conventional food consumption related diseases increased
in Batticaloa Manmunai North Divisional Secretariat area. This situation forced to
gain knowledge about the consumers' perception, purchase intention and actual
purchase behavior towards organic food products.
In this context, the main objective of this study is to identify the influence of health,
safety, environmental friendly and animal welfare, and quality perception on purchase
intention and influence of purchase intention on actual purchase behavior towards
organic food products. In order to achieve this main objective, primary data were
collected from 48 Grama Nilathari Divisions of Batticaloa Manmunai North
Divisional Secretariat. A total of 282 completed questionnaires were gathered,
representing 71.54% response rate, using stratified random sampling method. The
data were analyzed by using Univariate, bivariate and multivariate analyses.
The finding of the study revealed that intention to purchase organic food was
Signiant influenced by the consumers' health, safety, environmental friendly and
animal welfare and quality perception. Actual purchase behavior of organic food
products was significantly influenced by tic purchase intention of the organic food
products. All study variables are in high level. In addition to these, finding revealed
that there are strong positive and significant relationship between consumers'
perception, purchase intention and actual purchase behavior. Marketers should
develop effective marketing strategies to convince less purchase intention people to
buy organic food products.
