FACTORS AFFECTING IMPULSIVE BUYING BEHAVIOR OF ORGANIC BRANDED PRODUCTS AMONG CONSUMERS IN SRI LANKA

Abstract

Sri Lanka's organic food market is still relatively small and is seen to be a niche one. Regardless of the importance of popularizing organic branded products among consumers through impulsive buying, a few have discussed this matter yet in the existing literature. In fact, the consumer behavior in the Asian market has been widely ignored. Therefore, the primary goal of this research study was to discover the factors influencing the impulsive buying behavior of organic branded food products among consumers in Sri Lanka. Based on prior studies, Web site stimulus, marketing stimulus, Product variety, impulsive traits and perceived enjoyment were considered as the dimensions in independent variable. The study used three hundred eighty-four (n=384) consumers for this study using convenience sampling technique. Pearson correlation and multiple regression analysis were used to test the hypothesis using SPSS software. Ideally, this study proved that website stimulus, marketing stimulus and impulsive traits have a positive impact on impulsive buying behavior of organic branded products. More interestingly, Product variety had a negative impact on impulsive buying behavior of organic brands whereas perceived enjoyment did not have a significant impact on impulsive buying behavior. Thus, the results of this research have given businesses some insight into the issues they are generally having, with convincing customers to buy organic brands.

Keywords: impulsive buying behavior, organic branded products, social influences, environmental attitudes