URBAN CONSUMERS’ ATTITUDE TOWARDS ORGANIC FOOD IN SRI LANKA

This research investigation aims to examine the urban consumers’ attitude towards organic food, and the factors affecting for their attitude. A consumer survey consisting of a sample of 600 consumers was conducted, using a pre-tested questionnaire, in major cities of six main districts of Sri Lanka during November 2016 - May 2018. Data were analyzed using descriptive statistics, factor analysis, and multiple linear regression analysis. Results revealed that majority of the consumers were married females. Most of them were of 18-40 years of age category and were educated up to the GCE advanced level. The sample’s monthly income ranged from Sri Lankan Rupees 58000 – 85000. Although the majority of the consumers (75.2%) were aware of organic food, only 11.5% possessed a good knowledge about them. As per the mean analysis, the consumers had a positive attitude towards most aspects of organic food. According to factor analysis, four factors (environmental factors, quality factors, health factors, and marketing factors) were extracted as they are influenced to the consumer attitude for purchasing of organic foods. Results of multiple linear regression analysis revealed a positive relationship between consumers’ attitude and the extracted four factors which were based on the consumers’ attitude on purchasing of organic foods. Main problems faced by consumers in buying organic food were the high price, unavailability of organic food, lack of trust, and lack of market information on organic food. It can be concluded that by providing the necessary conditions such as arranging better marketing facilities with useful market information, a continuous supply of organic foods with reasonable price levels, and enhancing consumer knowledge, will motivate the consumers to purchase more organic food. As relatively low is known about consumers’ purchasing pattern of organic foods in Sri Lanka, findings of this study would be beneficial to the traders and policy makers to formulate effective strategies designed to marketing of organic foods in the country.

本研究旨在探究城市消费者对有机食品（organic food）的态度及其影响因素。研究于2016年11月至2018年5月期间，在斯里兰卡六大主要行政区的核心城市开展消费者调研，采用经过预测试的问卷，共收集600名消费者的样本数据。本研究运用描述性统计、因子分析及多元线性回归分析对调研数据进行处理。研究结果显示，样本以已婚女性为主，多数受访者年龄介于18至40岁区间，受教育程度达到普通教育高级程度证书（GCE Advanced Level）水准；受访者月收入区间为58000至85000斯里兰卡卢比。尽管75.2%的受访者对有机食品具备基本认知，但仅11.5%的受访者掌握了较为全面的有机食品相关知识。均值分析结果表明，受访者对有机食品的多数维度均持积极态度。通过因子分析，本研究提取出四类影响消费者有机食品购买态度的核心因子：环境因子、品质因子、健康因子及营销因子。多元线性回归分析结果显示，受访者的有机食品购买态度与上述四类提取因子均呈显著正相关关系。消费者在购买有机食品过程中面临的主要困境包括价格偏高、有机食品供应不足、信任缺失以及市场信息匮乏。综上可知，若能完善配套营销设施并提供精准市场信息、保障有机食品的稳定供应与合理定价，同时提升消费者的认知水平，将有效激励消费者增加有机食品的购买量。鉴于目前斯里兰卡国内针对消费者有机食品购买行为模式的研究相对匮乏，本研究结果可为当地贸易商与政策制定者制定高效的有机食品营销策略提供科学参考。