Determinants of Purchase Intention and Strategies for Promoting Organic Greenhouse Products in Sri Lanka

Abstract

Introduction: The rise of non-communicable diseases (NCDs) and growing concerns about food safety have intensified the demand for healthier alternatives. Organic greenhouse products (OGPs), cultivated without synthetic inputs under controlled conditions, are a promising option. Yet, their acceptance in Sri Lanka remains limited due to cultural, structural, and economic challenges. Objective: This study examines the determinants of consumer purchase intention for OGPs in Sri Lanka, focusing on health concerns, awareness, price, cultural values, peer influence, and government commitment. It also proposes strategies to enhance consumer acceptance and strengthen market development. Methodology: A quantitative design was employed using a structured questionnaire with a five-point Likert scale. Data were gathered from 384 respondents in Galle, Matara, and Hambantota districts through stratified sampling. Statistical analyses examined relationships between six independent variables and purchase intention. Results: Findings revealed that health concerns (β = 0.421, p < 0.01), consumer awareness (β = 0.367, p < 0.05), cultural values (β = 0.298, p < 0.05), and peer influence (β = 0.284, p < 0.05) positively influenced purchase intention. Barriers included high prices (β = -0.312, p < 0.05), weak trust in certification, and inadequate policy support. Urban and educated respondents reported higher intention than rural consumers. Conclusion: The study demonstrates that purchase intention for OGPs can be strengthened through awareness programs, pricing strategies, certification reforms, and supportive government initiatives. Leveraging cultural values and peer influence is essential to building consumer trust. These findings imply that promoting OGPs can reduce NCD risks, enhance consumer health, and support sustainable agriculture in Sri Lanka.