FACTORS AFFECTING CROP INSURANCE PURCHASE INTENTION BY POTATO FARMERS (WITH SPECIAL REFERENCE TO WELIMADA DIVISION)

Abstract

Foods can be considered as a one of the main human wants. To provide foods, agricultural sector contributes the main part whole over the world. But, when agriculture sector provide foods for the worlds’ demand they have to face many risks such as flood, heavy rain, drought, and pest attracts on their crop. Further it may be a huge financial loss and it could be lead for less production. On the other hands failures of agriculture sector directly effect on the economy in the relevant country. So crop insurance has introduced to the world for mitigate the loss of risk in agriculture sector. In the present context, many countries have implemented crop insurance schemes to protect the farmers and mitigate their farming risk by compensations. In upcountry region in Sri Lanka, mainly farmers are cultivating potatoes and the figures of potato crop insurance shows that there is a less purchased pattern on potato crop insurance among the potato farmers. Because, of this lack of awareness and less purchasing pattern of crop insurance, this research conducted to identify factors affecting crop insurance purchase intention with special reference to Welimada division. To identify the factors affecting crop insurance purchase intention, the researcher used the planed behavior. This study conducted in the paradigm of positivism in quantitative methodology. Further, the study conducted in deductive approach and survey method to collect data. Then 330 questionnaires were distributed and 289 questionnaires were collected. A multiple regression results found that personal attitude and subjective norms have positive significant impact and insurance premium has negative significant on potato farmers’ purchase intention of crop insurance while perceived control behavior has no significant impact on potato farmers’ purchase intention of crop insurance.