CONSUMERS' PERCEPTION, PURCHASE INTENTION AND ACTUAL PURCHASE BEHAVIOUR OF ORGANIC FOOD PRODUCTS IN BATTICALOA MANMUNAI NORTH DIVISIONAL SECRETARIAT AREA

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.