Factors Influencing on Consumer Purchase Intention towards Organic Food the Mediating Role of Consumer Attitude

Abstract

Environmental friendliness and health issues are becoming main concerns of consumers in purchasing foods. These concerns are appeared as the main driving forces for consumers to purchase organic foods. Usually organic foods are a kind of foods that come from an organic production process. The objective of this study is to identify the factors affecting on consumer's purchase intention towards organic food and the mediate effect of consumer's attitude in Sri Lanka. This study is based on the theory of planned behaviour. To find factors to accomplish the objective of the study hypothesis were developed. Data were collected from respondents in Panadura Divisional Secretariat. Simple random sampling method was used to collect data from the sample. Analysis was done by using primary cross-sectional data collected from the sample respondents and Structural equation modelling was used as the main approach for data analysis. Based on the results, mediating effect of attitude, found to be statistically significant. Attitude is partially mediate to the health consciousness and price perception while fully mediate to the environmental concern and knowiedge about organic foods. Finally, recommendations were provided to improve marketing and advertising strategies for the organic food manufacturers, retailers and marketers in Sri Lanka.