Factors Influencing Consumers’ Buying Behaviour of Organic Food in Sri Lanka: A Case of Consumers in Kegalle Divisional Secretariat Division

Abstract

Sri Lanka is a country rich in natural resources and traditional values and eco-friendly agricultural practices. Therefore, people, especially in the past moved to things that were of quality and nutritious for their lives. However, when focusing on Sri Lankan food and beverages market at the present, still organic food has a narrow market in which the level of consumption is very low. Therefore, this study aims to identify the factors influencing consumers’ organic food buying behaviour in Sri Lanka. Data were collected from 200 consumers who purchase organic foods in the Kegalle divisional secretariate division through a survey conducted using a structured questionnaire. The data were analyzed using Pearson's correlation coefficients, analysis of variance, and multiple regression techniques from Minitab-17 statistical software. The results revealed that cultural, personal, social, economic, and psychological factors that have a clear positive relationship with the consumers’ organic food buying behaviour while both psychological and personal factors have a powerful significant impact on organic food buying behaviour.