Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka

Main Article Content

S.H. Pushpa Malkanthi
S.D. Dilini Rathnachandra
W.A. Ruwani N. Weerasinghe

The organic food market is rapidly expanding all over the world with the recent rise of concern in food safety and environmental protection. Thus, examining information about consumers’ awareness on organic food is one of the inspiring areas for producers and marketers to capture a greater market share successfully. Therefore, this study aimed at analyzing the consumer awareness towards organic food products while addressing socio-demographic factors affecting consumer awareness on organic food, knowledge of consumers about organic food, and their purchasing pattern. A sample of 600 consumers was selected from the main cities of six urban districts in Sri Lanka for the study. Data were collected via a consumer survey using a pre-tested questionnaire, from November 2018 to May 2019. The data analysis was carried out using frequencies, percentages, and multiple linear regression analysis. According to the results, the majority of the respondents were married females. The results revealed that Sri Lankan consumers have a better awareness on organic food. The results of the regression analysis highlighted that the consumers’ awareness is significantly affected by factors such as gender, marital status, education, and monthly income. Although most respondents have a good level of awareness on organic food, their buying trend is at a lower level. The findings of the study play an important role in promoting the organic food market and are essential for food marketing planners, researchers, and policymakers to enhance the organic food industry in the country in the future.

Article Details

Jak cytować
Malkanthi, S. P., Rathnachandra, S. D., & Weerasinghe, W. R. N. (2021). Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka. Zeszyty Naukowe SGGW W Warszawie - Problemy Rolnictwa Światowego, 21(4), 25–36.

Alizadeh, A., Javanmardi, J., Abdollazadeh, N., Liaghat, Z. (2008). Consumers’ awareness, demands, and preferences for organic vegetables: A survey study in Shiraz, Iran. Proceedings of the 16th IFOAM Organic World’s Congress, Modena, Italy, 16-20 June.

Al-Taie, W.A.A., Rahal, M.K.M., AL-Sudani, A.S.A., AL-Farsi, K.A.O. (2015). Exploring the consumption of organic foods in the United Arab Emirates. SAGE Open, 5(2);

Bravo, C.P., Cordts, A., Schulze, B., Spiller, A. (2013). Assessing determinants of organic food consumption using data from the German national nutrition survey II. Food Quality and Preference, 28, 60-70;

Dettmann, R.L., Dimitri, C. (2007). Organic consumers: A demographic portrayal of organic vegetable consumption within the United States. Proceedings of the EAAE International Marketing and International Trade of Quality Food Products Meeting, Bologna, Italy, 8-10 March.

Eriksen, M.L.R., Hansen, T., Sorensen, M.I. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy, 74, 39-52;

Govindasamy, R., Italia, J. (1999). Predicting willingness-to-pay a premium for organically grown fresh produce. Journal of Food Products Marketing, 11(4), 3-20.

Gracia, A., Magistri, T. (2007). Organic food product purchase behavior: a pilot study for urban consumers in the South of Italy. Spanish Journal of Agricultural Research, 5(4), 439-451.

Gracia, A., Magistris, T. (2008). The demand for organic foods in the South of Italy: A discrete choice model. Food Policy, 33, 386-396.

Grunert, S., Juhl, J.H. (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology, 16, 39-62.

Hermaniuk, T. (2016). Characteristics of behaviour of the organic food consumers. 11-th International Conference of ASECU, September 10-11, 2015, Cracow.

Joshi, Y., Rahman, Z. (2017). Investigating the determinants of consumers’ sustainable purchase behavior. Sustainable Production and Consumption, 10, 110-120;

Kapuge, K. (2016). Determinants of organic food buying behavior: special reference to organic food purchase intention of Sri Lankan customers. Procedia Food Science, 6, 306-308;

Klapper, L., Guillén, M., Amit, R. (2010). Entrepreneurship and firm formation across countries. In: Lerner J., Schoar A. (eds.) International Differences in Entrepreneurship, University of Chicago Press, Ch. 4, 129-158.

Krishnakumarea, B., Niranjan, S. (2017). Consumers’ buying behaviour towards organic food products in Tamil Nadu. Agricultural Economics Research Review, 30(1), 133-138;

Kumar, A.D., Chandrashekar, H.M. (2015). A study on consumers’ behavior towards organic food products in Mysore City. International Journal of Management Research & Review, 5(11), 1082-1091.

Lockie, S., Lyons, K., Lawrence, G., Mummery, K. (2002). Eating ‘Green’: Motivations behind organic food consumption in Australia. European Society for Rural Sociology, 41(1), 23-40;

Meixner, O., Haas, R., Perevoshchikova, Y., Canavari, M. (2014). Consumer attitudes, knowledge, and behavior in the Russian market for organic food. International Journal of Food Systems and Dynamics, 5, 110-120.

Millock, K., Wier, M., Andersen, L.M. (2004). Consumer’s demand for organic foods-attitudes, value, and purchasing behaviour. Proceedings of the 13th Annual Conference of European Association of Environmental and Resource Economics, Budapest, Hungary. 25-28 June.

Mohamad, S., Rusdin, S.D., Hashim, N. (2014). Organic Food Consumption Among Urban Consumers: Preliminary Results. Procedia - Social and Behavioral Sciences, 130, 509-514;

Muhammad, S., Fathelrahman, E., Ullah, R.U.T. (2016). The Significance of Consumer’s Awareness about Organic Food Products in the United Arab Emirates. Sustainability, 8(9), 833;

Narmilan, A., Amuthenie, S. (2015). Demand for organic food products in the urban areas of the Batticaloa District,Sri Lanka. Research Journal of Agriculture and Foresty Sciences, 3(11), 21-25.

Pearson, D., Henryks, J., Jones, H. (2011). Organic food: What we know (and do not know) about consumers, Journal of Renewable Agriculture and Food Systems, 26(2), 171-177;

Ranasinghe, R.A.K.M., Mahaliyanaarachchi, R.P., Bandara, B.E.S., Sivashankar, P., Hettiarachchi, I.C. (2015). Socio-economic determinants of farmers’ preference to organic agriculture, Proceedings of the Peradeniya University International Research Sessions (PUIRSE), University of Peradeniya, 5-6th November.

Shashikiran, L., Madhavaiah, C. (2015). Impact of socio-economic factors on purchase behaviour of organic food products. International Journal of Economics and Business Administration, 1(2), 82-86.

Singh, A., Verma, P. (2017). Factors influencing Indian consumers’ actual buying behavior toward organic food products. Journal of Cleaner Production, 167, 473-483;

Squires, L., Juric, B., Cornwell, T. (2001). Level of Market Development and Intensity of Organic Food Consumption: Cross-Cultural Study of Danish and New Zealand consumers. Journal of Consumer Marketing, 18(5), 392-409;

Verma, N. (2016). Consumption Of Organic Food and Consumers Awareness. Proceedings of the 4th International Conference on Science, Technology and Management, India International Centre, New Delhi 15 May.

Wijesinghe, W.P.S, Sivashankar, P., Malkanthi, S.H.P. (2019). Consumer Willingness to Pay for Organic Food in Colombo Municipal Council: Evidence from Conjoint Analysis. In: Aslam, M., Cooper M.J.M., Gnanapala A., Gamage T. (ed.). Managerial Dilemmas in Developing Countries: Business, Marketing, Finance and Tourism, Cambridge Scholars, UK. pp. 164-176.

Willer, H., Yussefi-Menzler, M., Sorensen, N. (2009). The World of Organic Agriculture: Statistics and Emerging Trends 2008. International Federation of Organic Agriculture Movements (IFOAM) Bonn, Germany and Research Institute of Organic Agriculture (FiBL), Frick, Switzerland.



Download data is not yet available.