Determinants of Organic Food Buying Behavior: Special Reference to Organic Food Purchase Intention of Sri Lankan Customers

AbstractSri Lankans are experiencingmany non-communicable diseases and health problems for decades since they were away from traditional food habits and traditional agriculture prevailed in ancient Sri Lanka which was based on organic constituent.Value of organic foodis perceived differentlyand many customers demonstrate slow buying behaviour and stay back from real purchasing decisions. Among different determinants whichaffect on purchasing intention of organic food, This paper aims to examine the impact of health consciousness, environment concern, reference group influence and awareness on purchase intention of organic food. Data gathered through a survey questionnaire from 400 individuals fromWestern Province of Sri Lanka. A Multiple Linear Regression Model was used to assess the degrees of impact from each individual determinant on purchase intention. The research findings demonstratedthat awareness and health consciousness were the two key determinants and demonstrated asignificant positive impact with purchase intention of organic food. Yet, environment concern and reference group influence have no significant impact on organic food purchase intention of Sri Lankan customers. Extending organic food consumption is a sound and sustainable solution for the environmental and health problems prevails in Sri Lanka at present. Stimulating Purchase intention would employ as one of the strategies to persuade consumption and increase the demand for theorganic foods. Policy makers need to draw special attention on improving awareness levels and promote thespecific health benefits of organic food in order to stimulate real purchasing decision. Research findings underscore the existing body of knowledge about determinants of purchase intention of organic food