Abstract:
The traditional rice industry in Sri Lanka, which has a 3000-year history and
more than 1000 varieties of rice, is a somewhat hidden industry when compared
to other improved rice varieties. Although traditional rice varieties consist of
several nutritional values and a long history, the majority of consumers in Sri
Lanka where rice is the main food, are used to consuming newly improved rice
varieties. Accordingly, due to the difficult status of Sri Lankan consumers’
purchase intention toward traditional rice, this study investigates the factors
affecting traditional rice purchasing intention, with special reference to
millennials in Sri Lanka. The study is quantitative, and a structured questionnaire
was randomly shared with a total of 251 Sri Lanka’s millennial population. Based
on these findings, the study emphasizes that there is a positive and significant
impact of the factors affecting millennial consumers’ traditional rice purchase
intention. The research provides an opportunity for Sri Lankan entrepreneurs
and firms in the industry to improve the traditional rice market by paying
attention to factors that influence the intention of millennials to purchase
traditional rice.
