Factors Influencing Organic Food Purchase Intention in Manmunai Northds Division of The Batticaloa District

Abstract

The main objective of this study is to identify the degree of the influence of the various factorson the purchase intention of organic food in Manmunai North DS Division of the Batticaloa District. Hence, this study examines the extent of the influence of the subjective norms of the consumer, personal attitude of the consumer,perceived behavior control of the consumer, and the health consciousness of the consumer. In order to achieve the objective this study mainly the primary data has been considered. The primary data was collected through the questionnaire from 100organic food consumers who have been living in Manmunai North division of the Batticaloa district and regularly purchasing the organic food. Information was also collected from organic food sellers and the consumers through the interview method.Collected primary data were analysed using univariate analysis method. The findings of this study revealed that the subjective norms of the consumer, personal attitude of the consumer, perceived behavior control of the consumer and the health consciousness of the consumer have a high level of influenceon the organic food purchase intention in Manmunai North DS Division of the Batticaloa District.