Buying Behaviour of Organic Food Consumers
The Theory of Planned Behavior (TPB) offers a powerful lens for understanding what drives people to choose organic food. It highlights how personal attitudes, social influences, and a sense of control over the decision all play a role in shaping buying behavior while environmental concern, price and...
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| Format: | Article |
| Language: | English |
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Faculty of Commerce & Manangement Studies, University of Kelaniya
2024-12-01
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| Series: | Kelaniya Journal of Management |
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| Online Access: | https://kjm.sljol.info/articles/7815/files/68600335b65fb.pdf |
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| author | R. A. P. I. S. Dharmadasa M. A. E. K. Jayasinghe |
| author_facet | R. A. P. I. S. Dharmadasa M. A. E. K. Jayasinghe |
| author_sort | R. A. P. I. S. Dharmadasa |
| collection | DOAJ |
| description | The Theory of Planned Behavior (TPB) offers a powerful lens for understanding what drives people to choose organic food. It highlights how personal attitudes, social influences, and a sense of control over the decision all play a role in shaping buying behavior while environmental concern, price and unique qualities of organic foods, and health consciousness all play a major role in switching consumers into organic food consumption. To gain meaningful insights into key factors shaping consumers' intentions to purchase organic food, a cross-sectional survey involving 120 organic food consumers in the Colombo District was conducted using a convenience sampling approach. In identifying patterns and relationships that influence purchasing decisions, gathered data were analyzed through Pearson Correlation and Multiple Linear Regression techniques. The study finds that several psychological and product-related factors play a crucial role in shaping consumers' intentions to purchase organic food. Specifically, personal attitudes, social influences (subjective norms), a sense of control over the decision, and the inherent qualities of organic food significantly drive purchasing intentions. However, considerations such as health consciousness, environmental concerns, and price of organic food did not show a meaningful impact on consumers’ decisions to buy organic products. |
| format | Article |
| id | doaj-art-84e7d66414ef4f068e647de26132c12a |
| institution | Kabale University |
| issn | 2279-1469 2448-9298 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Faculty of Commerce & Manangement Studies, University of Kelaniya |
| record_format | Article |
| series | Kelaniya Journal of Management |
| spelling | doaj-art-84e7d66414ef4f068e647de26132c12a2025-08-20T03:40:25ZengFaculty of Commerce & Manangement Studies, University of KelaniyaKelaniya Journal of Management2279-14692448-92982024-12-011303739210.4038/kjm.v13i3.7815Buying Behaviour of Organic Food ConsumersR. A. P. I. S. Dharmadasa0https://orcid.org/0000-0002-3416-173XM. A. E. K. Jayasinghe1https://orcid.org/0009-0005-0077-8693Department of Export Agriculture, Faculty of Animal Science and Export Agriculture, Uva Wellassa University of Sri Lanka, BadullaDepartment of Export Agriculture, Faculty of Animal Science and Export Agriculture, Uva Wellassa University of Sri Lanka, BadullaThe Theory of Planned Behavior (TPB) offers a powerful lens for understanding what drives people to choose organic food. It highlights how personal attitudes, social influences, and a sense of control over the decision all play a role in shaping buying behavior while environmental concern, price and unique qualities of organic foods, and health consciousness all play a major role in switching consumers into organic food consumption. To gain meaningful insights into key factors shaping consumers' intentions to purchase organic food, a cross-sectional survey involving 120 organic food consumers in the Colombo District was conducted using a convenience sampling approach. In identifying patterns and relationships that influence purchasing decisions, gathered data were analyzed through Pearson Correlation and Multiple Linear Regression techniques. The study finds that several psychological and product-related factors play a crucial role in shaping consumers' intentions to purchase organic food. Specifically, personal attitudes, social influences (subjective norms), a sense of control over the decision, and the inherent qualities of organic food significantly drive purchasing intentions. However, considerations such as health consciousness, environmental concerns, and price of organic food did not show a meaningful impact on consumers’ decisions to buy organic products.https://kjm.sljol.info/articles/7815/files/68600335b65fb.pdforganic food consumptionintention to purchase organic foodstheory of planned behaviour |
| spellingShingle | R. A. P. I. S. Dharmadasa M. A. E. K. Jayasinghe Buying Behaviour of Organic Food Consumers Kelaniya Journal of Management organic food consumption intention to purchase organic foods theory of planned behaviour |
| title | Buying Behaviour of Organic Food Consumers |
| title_full | Buying Behaviour of Organic Food Consumers |
| title_fullStr | Buying Behaviour of Organic Food Consumers |
| title_full_unstemmed | Buying Behaviour of Organic Food Consumers |
| title_short | Buying Behaviour of Organic Food Consumers |
| title_sort | buying behaviour of organic food consumers |
| topic | organic food consumption intention to purchase organic foods theory of planned behaviour |
| url | https://kjm.sljol.info/articles/7815/files/68600335b65fb.pdf |
| work_keys_str_mv | AT rapisdharmadasa buyingbehaviouroforganicfoodconsumers AT maekjayasinghe buyingbehaviouroforganicfoodconsumers |