Consumer Attitudes towards Organic Food Consumption: Focus Group Discussion in Colombo District, Sri Lanka

Abstract

Gastronomic tourism is a rapidly growing segment in the hospitality industry with great potential. Amongst, organic foods gained a rapid attention from consumers due to its use of carbonic fertilizers and inherited special food qualities. But, contradictory ideas in the literature were explored regarding consumer behavior on organic and conventional food consumptions in Sri Lanka. Hence, the objective of the study aims to investigate the consumer attitudes and knowledge about organic foods during consumption. Given the qualitative nature of the issue, primary data were collected through focus group discussions. Through qualitative content analysis the findings revealed consumers are generally conscious about the use of chemicals and environmental impact of food production. As per, the consumers are knowledgeable and being patient for the extremely high prices of organic food materials due to its inaccessibility. Respectively, the implications mainly focus on enhancing government’s involvement to stabilize organic supply chains in urban areas.