Factors Influencing the Purchase Intention of Organic Food in Sri Lanka: The Moderating Role of Labels and Certifications

Abstract

This study examines the factors influencing the purchase intention of organic food in Sri Lanka, focusing on the moderating role of labels and certifications. While global research highlights the importance of organic labels in consumer decision-making, Sri Lanka’s organic food market remains underdeveloped. This study investigates the impact of health consciousness, environmental consciousness, price sensitivity, and perceived quality on purchase intention, addressing the gap in understanding the role of certification systems in the Sri Lankan context. A positivist research paradigm with a deductive approach was adopted. A structured questionnaire was administered to 356 organic food consumers across Sri Lanka using a convenience judgment sampling method. A linear regression model was used to assess the impact of the identified determinants on purchase intention. The study employed a cross-sectional design to capture consumer insights at a single point in time. The results revealed significant positive relationships between purchase intention and environmental consciousness (β = 0.583, R² = 0.340, p < 0.001), health consciousness (β = 0.635, R² = 0.403, p < 0.001), price sensitivity (β = 0.546, R² = 0.298, p < 0.001), and perceived quality (β = 0.586, R² = 0.344, p < 0.001). Health consciousness had the strongest influence on purchase intention. Labels and certifications significantly moderated the relationships between these factors and purchase behavior (R² = 0.5798, p < 0.001), reinforcing their importance in enhancing consumer trust and decision-making. The study relied on variables derived from existing literature, limiting the inclusion of uniquely Sri Lankan factors. Geographically, the research was concentrated in the Western and Southern Provinces, restricting generalizability to other regions. The exclusive use of quantitative methods also limited deeper qualitative insights into consumer perceptions. This study provides actionable insights for marketers and policymakers to promote organic food adoption. Marketers should leverage labels and certifications to enhance consumer trust, highlight health benefits, and emphasize sustainability. Policymakers should strengthen national certification systems to align with international standards and introduce financial incentives for organic farmers to reduce production costs and improve market accessibility. Future research should explore regional variations and incorporate qualitative approaches for a more holistic understanding of consumer behavior.