ABSTRACT
Recent years have seen a meteoric rise in the popularity of organic food. Food safety Concerns,
health advantages, superior quality, more nutrients, and environmental consciousness are just a
few of the reasons why organic food items are becoming more popular among customers
throughout the world. This calls for research on how people shop for and use organic foods. This
research's primary purpose was to investigate the elements influencing customers' purchasing
intentions for organic food consumption in Sri Lanka, a case study of Expo Pvt Ltd. The research
used criteria such as Food Safety concerns, Health Consciousness, Environmental Concerns,
Affordability, and Purchase Intention to evaluate the intent to buy organic food items based on a
thorough evaluation of the relevant literature. The main data were acquired using a questionnaire
administered to a random sample of 85 people and analyzed using SPSS software, version 21.0.
According to the findings, Food Safety Concern is the most important determinant of whether or
not consumers of Expo Ceylon Ltd Pvt would make an organic food purchase, followed by other
factors such as Health Consciousness, Environmental Concerns, and Affordability. This research
has important implications for the growth of the organic food industry since it may help
businesses attract and keep consumers who are particularly concerned about their health. This
model can be used in future studies to delve deeper into the aforementioned factors and facilitate
a more comprehensive understanding of the consumer decision-making process in regard to
organic produce, taking into account the compromises that consumers make among values and
products, as well as consumer segmentation. The report also offers recommendations and
instructions for Expo Ceylon Pvt Ltd and other businesses working with organic goods and
hoping to grow the organic food industry.
Key Words: Organic Food, Purchase Intention, Food Safety Concern, Health Consciousness,
Environmental Concern, Affordability.
CHAPTER FOUR
4. Data Analysis
4.1 Introduction
This study's goal is to find out which technological related factor affects the travel satisfaction
and the post tourism behavior the most among the tourist spot visitors in Sri Lanka food. This
chapter offers descriptive and inferential statistics for the study of dependent and independent
variables. This chapter focuses on presenting, analyzing, and debating the gathered data that
pertains to the important factors. Hypotheses are tested statistically and mathematically using
SPSS version 21.0 (Statistical Package for Social Science).
4.2 Demographic Profile Analysis
4.2.1 Gender
Gender
Male
48%
Female Male
52% Female
According to the pie chart, the 52% of majority who responded to this study were female
respondents and the remaining 48% were male. However, these percentages did not represent the
actual male- female proportional percentages in the population.
4.2.2 Age
AGE
50 – above 18 – 21
16% 20%
40 -49 18 – 21
8%
22 – 29
30– 39
40 -49
50 – above
30– 39
8%
22 – 29
47%
The sample which has been taken is dominated by the respondents in the age group of 22 and 29
and it represents 47% of the responds. The next highest responds are included in the age group of
18 to 21 representing 20% of the responds. Age group of 50 and above represents 17% of the
responds and both 40 to 49 and 30 to 39 represent 8% of the respondents. Younger respondents
show more tendency to answer the questionnaire than older respondents. In conclusion,
approximately 75% of respondents are belongs to between 18 and 40 age groups.
4.2.3 Level of Education
Level of Education
Masters or High School
above 8% Diploma
22%
16% High School
Diploma
Bachelor or Professional Qualification
Masters or above
Bachelor or Pro-
fessional Qualifica-
tion
53%
According to the above figure 53% of respondents are having bachelor’s degree of professional
qualification which indicates the highest proportion, 22% of respondents are doing masters and
above and 17% of respondents are completed diploma level.
4.2.4 Level of Income
Level of Income (LKR)
91000 – above
51000 – 90000
20000 – 50000
Less than 20000
0 5 10 15 20 25 30
Level of Income (LKR)
Monthly income between LKR 91 000 and above represents the majority with about 30
respondents, Income between 20 000 to 50 000 represents the second majority of 24 respondents
and 51 000 to 90 000 represents 21 respondents. Less than 20 000 represents minority with about
10 respondents.
4.2.5 District of Residence
District of Residence
Gampaha
14% Kalutara
2%
Colombo
Gampaha
Kalutara
Colombo
84%
According to the figure that was just presented, 84 % of respondents are living in Colombo; this
represents the highest proportion; 14% of respondents are currently living in Gampaha; and 2 %
of respondents are living in Kalutara.
4.3 Behavioral Factor Analysis
4.3.1 Purchasing Reason from Expo Ceylon PVT LTD
main reason of purchase
Good value for Uniqueness
money 6%
20%
Reliability
High Quality
Reliability Good value for money
51% Uniqueness
High Quality
24%
The above graph represents the main reason of purchasing products from Expo Ceylon PVT
LTD. Only 6% of respondents purchase products due to the uniqueness. Majority of the
purchasers mentioned the main reason is the reliability followed by High quality and Value for
money.
4.3.2 Purchasing Frequency
Purchasing Frequency
Once a year
Once in 6 months 8%
11%
Once in a month
Once in 3 months
Once in 6 months
Once a year
Once in a month
Once in 3 months 56%
25%
This chart indicates how frequently the respondents are purchasing organic foods from Expo
Ceylon Pvt Ltd. There are 8% of respondents who purchase organic foods once a year and 56%
of respondents who purchase once a month. 25% of respondents purchase organic products once
in 3 months followed by 11% of once in 6 months.
4.3.3 Repurchase Decisions
Repurchasing Decisions
MightProbably
or would not
might not 2%
18%
Definitely Definitely would
would Probably would
46%
Might or might not
Probably would not
Definitely would not
Probably
would
34%
The above chart indicates that majority of respondents would repurchase from Expo Ceylon Pvt
Ltd which is 46% from all the respondents. Hence only small proportion of respondents are not
sure about the repurchasing decision which is 20% as a percentage.
4.3.4 Overall Satisfaction
Overall Satisfaction
Neither satisfied nor
dissatisfied
7% Very satisfied
Somewhat satisfied
Neither satisfied nor dissatisfied
Somewhat sat- Somewhat dissatisfied
isfied Very satisfied Very dissatisfied
39% 54%
According to the pie chart, the 54% of majority who responded saying they are very satisfied
with purchasing products from Expo Ceylon Pvt Ltd and 39% said they are somewhat satisfied.
4.4 Cross Tabulation Analysis
4.4.1 Cross Tabulation Analysis Against Behavioral Factors
[Link] Purchasing Reason and Purchase Intention towards Organic Products
Table 1: What is the main reason you lead to purchase products from Expo Ceylon (Pvt) Ltd?
Crosstabulation
PurcInt_1
Strongly Strongly
Disagree Disagree Neutral Agree Agree Total
What is Reliability Count 1 1 2 5 32 41
the main % of 1.2% 1.2% 2.4% 5.9% 37.6% 48.2%
reason Total
you lead to High Count 2 0 2 11 7 22
purchase Quality % of 2.4% 0.0% 2.4% 12.9% 8.2% 25.9%
products Total
from Expo Good value Count 0 0 1 8 8 17
Ceylon for money % of 0.0% 0.0% 1.2% 9.4% 9.4% 20.0%
(Pvt) Ltd ? Total
Uniquenes Count 0 0 0 2 3 5
s % of 0.0% 0.0% 0.0% 2.4% 3.5% 5.9%
Total
Total Count 3 1 5 26 50 85
% of 3.5% 1.2% 5.9% 30.6% 58.8% 100.0%
Total
48.2% of overall respondents are buying organic food products from Expo Pvt Ltd and from
which 45% of people are agreeing with reliability, followed by 25.9% of respondents mentioning
the quality. Also 5.9% of proportion is preferring Expo Ceylon Pvt Ltd because of value for
money and 5.9% of respondents are purchasing due to using uniqueness.
[Link] Purchasing Frequency and Purchase Intention towards Organic Products
Table 2: How often do you purchase from Expo Ceylon (Pvt) Ltd?
Crosstabulation
PurcInt_1
Strongly Strongly
Disagree Disagree Neutral Agree Agree Total
How often Once in a Count 2 1 2 9 33 47
do you month
% of Total 2.4% 1.2% 2.4% 10.6% 38.8% 55.3%
purchase
from Expo Once in 3 Count 1 0 1 9 10 21
Ceylon months
% of Total 1.2% 0.0% 1.2% 10.6% 11.8% 24.7%
(Pvt) Ltd?
Once in 6 Count 0 0 0 6 3 9
months
% of Total 0.0% 0.0% 0.0% 7.1% 3.5% 10.6%
Once a Count 0 0 2 2 4 8
year
% of Total 0.0% 0.0% 2.4% 2.4% 4.7% 9.4%
Total Count 3 1 5 26 50 85
% of Total 3.5% 1.2% 5.9% 30.6% 58.8% 100.0%
There are 55.3% of Once in a Month purchasers of organic products out of where 40% agree
with the purchasing decision and 3.6% proportion has never agreeing with the purchasing
intention.
[Link] Repurchase Decision and Purchase Intention towards Organic Products
Table 3: How Likely are you repurchase from Expo Ceylon (Pvt) Ltd?
Crosstabulation
PurcInt_1 Total
Strongly Strongly
Disagree Disagree Neutral Agree Agree
How Likely Definitely Count 1 0 1 5 31 38
are you would % of 1.2% 0.0% 1.2% 5.9% 36.5% 44.7%
repurchase Total
from Expo Probably Count 0 0 3 14 13 30
would % of 0.0% 0.0% 3.5% 16.5% 15.3% 35.3%
Total
Might or Count 2 1 1 6 5 15
might not % of 2.4% 1.2% 1.2% 7.1% 5.9% 17.6%
Ceylon (Pvt) Total
Ltd? Probably Count 0 0 0 1 1 2
would not % of 0.0% 0.0% 0.0% 1.2% 1.2% 2.4%
Total
Total Count 3 1 5 26 50 85
% of 3.5% 1.2% 5.9% 30.6% 58.8% 100.0%
Total
80% of overall respondents probably would repurchase organic food products from Expo Pvt Ltd
out of which 70% of people are agreeing with the repurchase, followed by 20% of respondents
probably would not repurchase from Expo Ceylon Pvt Ltd.
According to the Table, the collection of questions used to measure a variable is trustworthy
because the Alpha values are over 0.7 for all five variables. It reveals measurements' intrinsic
consistency and reliability.
4.5.2 Descriptive Analysis
Of all distributions, the normal distribution is the most generally recognized and utilized. As a
result of the normal distribution's excellent approximation of many natural occurrences, it has
become a standard of reference for many probability issues. Skewness is difficult to avoid in a
research study based on a representative sample of the population. Kline (2011) stated that
skewness values should be less than 3 and kurtosis values should be less than 10. Skewness
absolute values larger than 3 and Kurtosis absolute values greater than 10 may suggest a problem
and values greater than this are serious. When researchers considered the standard deviation of
given variables. The highest deviation belongs to the Affordability. That means, the affordability
has many fluctuations among purchasing intention. Here skewness is between +2 and -2 that
means that all the data are normally distributed.
Table 4: Descriptive Statistics
Descriptive Statistics
Std.
Minimu Deviatio
N m Maximum Mean n Skewness Kurtosis
Std. Std.
Statistic Statistic Statistic Statistic Statistic Statistic Error Statistic Error
Food 85 1.00 5.00 4.3600 0.83427 -2.192 0.261 6.148 0.517
Safety
Concern
Health 85 1.00 5.00 4.2137 0.88998 -1.534 0.261 3.204 0.517
Consciousnes
s
Environmental 85 1.00 5.00 4.4412 0.86744 -2.420 0.261 6.930 0.517
Concern
Affordability 85 1.00 5.00 4.1671 0.92677 -1.089 0.261 0.867 0.517
Purchase 85 1.00 5.00 4.3216 0.85209 -1.741 0.261 4.004 0.517
Intention
Valid N 85
(listwise)
Source: Author Compiled
4.6 Correlation Analysis
The goal of correlation analysis is to determine the extent to which changes in one component
correlate to changes in one or more other factors using correlation coefficients.
The correlation coefficient (r) is a single number that expresses the strength of a link between
two variables. Its value varies from -1 to +1. A positive sign of r (+1) indicates a positive link
between variables, whereas a negative sign of r (-1) indicates a negative association between
variables. When the result is zero, it indicates no link between the two variables (Sekaran and
Bougie, 2016).
The significance threshold in Pearson Correlation analysis is 0.05, which corresponds to a 95%
confidence level. The link is statistically significant when the significant p-value is less than
0.05.
4.6.1 Hypothesis Testing
The p-value and the ß coefficient are two methods that may be used to test hypotheses. In order
to accept hypotheses, the p-value must be 0.05 or less, with a 95 percent confidence range.
4.6.2 Food Safety Concern and Purchase Intention of Organic Foods
Correlations
Food Safety Concern Purchase Intention
Food Safety Pearson Correlation 1 .933**
Concern Sig. (2-tailed) 0.000
N 85 85
Purchase Intention Pearson Correlation .933** 1
Sig. (2-tailed) 0.000
N 85 85
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Author Compiled
H1: There is a positive relationship between Food Safety Concern and Purchase Intention of
Organic Foods
It is shown in above table that the ß coefficient value for food safety concern of organic food on
the actual purchase intention is 0.933, whereas the P value is 0.000 (P < 0.05). In other words,
the Food Safety Concern of organic food among Expo Lanka Pvt Ltd customers has an impact on
their Purchase intentions for organic food. The theories is acceptable to the researcher (H1).
4.6.3 Health Consciousness and Purchase Intention of Organic Foods
Correlations
Health Consciousness Purchase Intention
Health Pearson Correlation 1 .918**
Consciousness Sig. (2-tailed) 0.000
N 85 85
Purchase Pearson Correlation .918** 1
Intention Sig. (2-tailed) 0.000
N 85 85
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Author Compiled
H2: There is a positive relationship between Health Consciousness and Purchase Intention of
Organic Foods
It is shown in above table that the ß coefficient value for Health Consciousness of organic food
on the actual purchase intention is 0.918, whereas the P value is 0.000 (P < 0.05). In other words,
the Health Consciousness of organic food among Expo Lanka Pvt Ltd customers has an impact
on their Purchase intentions for organic food. The hypothesis is acceptable to the researcher
(H2).
4.6.4 Environmental Concern and Purchase Intention of Organic Foods
Correlations
Environmental Concern Purchase Intention
Environmental Pearson Correlation 1 .897**
Concern Sig. (2-tailed) 0.000
N 85 85
Purchase Pearson Correlation .897** 1
Intention Sig. (2-tailed) 0.000
N 85 85
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Author Compiled
H3: There is a positive relationship between Environmental Concern and Purchase Intention
of Organic Foods
According to the above table that the ß coefficient value for Environmental Concern of organic
food on the actual purchase intention is 0.897, whereas the P value is 0.000 (P < 0.05). In other
words, the Environmental Concern among Expo Lanka Pvt Ltd customers has an impact on their
Purchase intentions for organic food. The hypothesized theory is acceptable to the researcher
(H3).
4.6.5 Affordability and Purchase Intention of Organic Foods
Correlations
Affordability Purchase Intention
Affordability Pearson Correlation 1 .891**
Sig. (2-tailed) 0.000
N 85 85
Purchase Pearson Correlation .891** 1
Intention Sig. (2-tailed) 0.000
N 85 85
**. Correlation is significant at the 0.01 level (2-tailed).
Source: Author Compiled
H4: There is a positive relationship between Affordability and Purchase Intention of Organic
Foods
According to the above table that the ß coefficient value for Affordability of organic food on the
actual purchase intention is 0.891, whereas the P value is 0.000 (P < 0.05). In other words, the
Affordability among Expo Lanka Pvt Ltd customers has an impact on their Purchase intentions
for organic food. The hypothesized theory is acceptable to the researcher (H4).
4.6.6 Hypothesis Summary
Path Hypotheses
H Hypotheses Relationship P Values
Coefficient Results
H1 FSC PI 0.933 .0000 Supported
H2 HC PI 0.918 .0000 Supported
H3 EC PI 0.897 .0000 Supported
H4 AFF PI 0.891 .0000 Supported
Source: Author Compiled
Note: FSC – Food Safety Concern, HC – Health Consciousness, EC – Environmental Concern,
AFF – Affordability, PI – Purchase Intention.
4.7 Chapter Summary
Data analysis has been addressed in this chapter, starting with data collection and survey
response, response rate, data screening, first analysis, demographic characteristics of the
respondents, and descriptive analysis of the variables. This research presented data utilizing SEM
from coefficients and a degree of R-squared value evaluation and hypothesis testing.
Statistically significant values were discovered in this analytical procedure, under the premise of
five variables: Food Safety Concern, Health Consciousness, Environmental Concern and
Affordability on Purchase Intention. The next chapter discusses the general thesis' summary and
conclusion.
CHAPTER FIVE
5. Conclusion and Recommendations
5.1 Chapter Introduction
After summarizing the pertinent descriptive and inferential statistics, chapter five concludes with
suggestions for future research topics. This chapter will focus on the issues that the researcher
discovered over the course of the study.
5.2 Conclusion
This research is more particularly presented to determine the effect of Expo Lanka Pvt Ltd
customers' perceptions towards the actual purchase of organic food in the western region of Sri
Lanka. The purpose of this study was to evaluate the impact of consumers' perspectives on the
actual purchase of organic products via the effects of purchasing intention, and the researcher's
goal was to do so throughout the whole of this study. The results of the research were analyzed
using the 85 questionnaires that were submitted. Consumers ranging in age from 18 to 50 years
old and above were chosen to participate as respondents in this survey.
The researcher constructed the hypotheses on the basis of the existing body of research and then
used regression analysis to evaluate the hypotheses. R-Square after adjustment comes in at 0.916.
Therefore, an explanation for 91.6% of the difference in actual purchase may be found in the
variables such as Food Safety Concern, Health Consciousness, Environmental Concern, and
Affordability towards the Purchase Intention. Therefore, there is a variation of 8.4% on the
actual purchase that may be accounted for by other factors that have not been considered for this
research. According to the conclusions of the study, the variables considered, such as Food
Safety Concern, have a significant and positive influence on their actual Purchase Intention;
Health Consciousness have a significant and positive impact on actual Purchase Intention;
Environmental Concern has a significant and positive impact on actual Purchase Intention, and
Affordability significantly and positively affects the perceptions of organic food products of
Expo Lanka Pvt Ltd and their actual purchases of organic vegetables. In this particular
investigation, each and every approved variable was shown to have a considerable impact on the
research question's dependent variable. Therefore, in order to boost actual purchases of organic
products in a manner that is advantageous, Expo Lanka Pvt Ltd should concentrate on the
attitudes of customers and the considered variables. This finding indicates that Sri Lankan
consumers are health-conscious and that many of them base their purchases on their prior
favorable exposure to organic foods. It has also been shown that customers are aware of organic
food because of the labeling it receives for being eco-friendly and that they care more about
taking steps to lessen the damage they do to the environment. Most restaurants in Sri Lanka have
shifted their attention to organic farming, and the pricing of organic food in the local market is
comparable to that of conventional food. This has been shown to have a favorable effect on
consumers' propensity to make purchases of organic food. When it comes to organic food,
however, subjective standards do not demonstrate any favorable impact on intent to buy. The
reason for this is that those who already choose to eat organically do not need to be persuaded to
continue doing so by others.
5.3 Recommendations and Suggestions for Future Researchers
For stores that provide organic produce, the report offers helpful recommendations. The research
may also aid Expo Ceylon Pvt Ltd in determining its ideal customers. If health and wellness
businesses apply the study's findings to their operations, they may be better able to meet
consumers' growing demand for healthier food options. Targeted initiatives that raise consumers'
familiarity with organic products while keeping existing customers happy are essential.
The results of the experiments confirmed the hypothesized relationships between food safety
concerns and bought intention and, in turn, between these two variables and the actual purchases
made by consumers between the age of 20 to 30. Therefore, businesses should work to enhance
young people's view of their stores. The study's results link the views of young customers to their
propensity to buy. Therefore, businesses should thoroughly analyze how young customers see
organic veggies to improve their sales. Stores may improve their image amongst young
customers and encourage them to spend more money if they focus on all the factors influencing
their opinion.
The research results may be used to improve Expo Ceylon Pvt Ltd.’s business strategies in the
face of growing consumer demand. To begin, lowering the price of organic veggies relative to
their worth might increase their actual purchase. Additionally, the real buying behavior of
organic food may be better managed, including the distribution routes and other elements of cost.
The availability of organic veggies and in-store advertising through flyers, signs, etc., must be
increased, which is why grocery shops should adopt more environmentally friendly marketing
strategies. The growth of the organic food sector may be aided by the efforts of policymakers to
create and implement a uniform national organic labeling system.
Promoting a healthy lifestyle, nutritious meals, and environmental protection might enhance
customers' buying intent. To encourage customers to choose organic food items, the government
must promote food safety guarantees. Promo programs may help price-sensitive shoppers.
This study might be a basis for future research on organic food and the influence of preceding
factors on customers' purchasing intentions. Further research should use qualitative analytical
techniques like interviews or focus groups on describing each aspect in depth.
85 responders is a tiny sample size in most cases. Since most individuals utilize organic food
items regardless of gender, age, or area, a large sample size from many cities should be
employed to reflect the overall research population. Demographic characteristics might be
further studied by selecting ranges to see their influence on purchasing intention.
Future research might replicate the effect of variables on customer purchase intention in diverse
locations and cultures.
5.4 Chapter Summary
This chapter explains the study's demographics, independent variables, and methodology,
including factor analysis, hypothesis testing, and regression analysis. Based on the study and
respondent thoughts, solutions for Organic Food Purchase Intention were offered. This chapter
examines study limitations, future research suggestions, and the conclusion.