CONSUMER AWARENESS ABOUT ORGANIC FOODS IN COLOMBO DISTRICT

Abstract

With the recent growth in concerns about food safety and environmental protection, the market for organic foods is fast growing throughout the world. People are increasingly considering buying healthier organic food products, and numerous academics have focused on this trend as it continues to expand. Buying organic food is the current trend here to support environmentally responsible behavior. As a result, researching customer perceptions of organic food is one of the motivating factors for producers and marketers to successfully increase market share. Due to the socio demographic factors influencing consumer awareness of organic food, consumer understanding of organic food, and consumer purchase patterns, this study sought to analyze consumer awareness toward organic food items. A sample of 381 consumers was selected from Colombo District for the study. Data were collected via a consumer survey using a questionnaire from customers of Keells supermarkets in Colombo. The data analysis was done by using frequency, percentage and by using multiple linear regression analysis. The majority of respondents were married women, according to the findings. The findings showed that Colombo customers are more knowledgeable about organic food but most of the respondents are buying organic foods in rarely. The results of the regression analysis revealed that the consumer’s awareness about organic foods is significantly affected by gender, marital status, educational level and the monthly total income. Most of the consumers have got the knowledge about organic foods by using social networking sites. The study's conclusions are crucial for future legislators, researchers, and food marketing strategists who want to grow the nation's organic food business. They also play a significant role in boosting the organic food market.