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Volume 3
Diagnostic Pathology: Open Access
ISSN: 2476-2024
Laboratory Medicine 2018
June 25-26, 2018
June 25-26, 2018 | Berlin, Germany
13
th
International Conference on
Laboratory Medicine & Pathology
Consumer perception, purchase intention and barriers to promote organic food products among
super market consumers in Sri Lanka
Sewwandi Darshika Kodituwakku
University of Colombo Sri Lanka
O
rganic food consumption is increasing day by day among world population, although it is still in infant stage in Sri Lanka.
Increasing health hazards occurred by agro chemicals, environmental issues and developing awareness on harmful effect
on conventional food act as main reasons for popularizing organic food products. Therefore this study attempts to examine
consumer perception and purchase intention on organic food products among supermarket consumers based on the theory of
planned behavior, the five steps of consumer decision making process based on previous researches on organic foods, eighteen
items of four dimensions were constructed to measure the consumer’s perception towards organic food, six items were used
to measure their purchase intention and six items were engaged to determine purchasing behavior on organic food products
among super market consumers. Data was collected in supermarkets and surrounding areas in the district of Galle, Kaluthara
and Colombo in Sri Lanka. A total of 288 completed questionnaires were gathered, representing 96% response rate, using
convenient sampling method and analyzed by using SPSS package. The results indicated that intention to purchase organic
food was significantly influenced by the consumer’s perception of safety, health, environmental factors and animal welfare of
the product. 70% agree with all statements relating to safety section, means safety factor depend on purchase intention and
perception on organic food products positively. 43% of the respondents agree with all three statements of environmental and
animal welfare factor and further 31% agree to at least two statements which stand positively for consumer perception and
purchase intention on organic food products. 87% respondents stand on health factor which influence positively for perception
and purchase intention on organic food products. Only 47% respondents stand that quality factor depend on perception and
purchase intention on organic food products, so it is not support the comments directly. Differences were observed in the
purchase intention of organic food products according to respondent gender, age, income level, education level. Theoretically,
this study supported the view of consumer’s perception towards organic food products will influence their purchase intention.
Poor awareness, poor availability and lack of confidence were act as significant barriers to promote organic food products. The
findings proposed useful information to organic marketers help them to develop marketing strategies to convince organic food
products to enhance purchase intention in Sri Lankan super market sector.
darshikakodituwakku@yahoo.comDiagn Pathol Open 2018, Volume 3
DOI: 10.4172/2476-2024-C1-003