Factors influencing consumer purchase intentions for organically grown products in Shelly Beach shopping Centre, Port Shepstone in KwaZulu-Natal Province, South Africa

In the last few years, the market of organically grown products has continued to grow. This is due to the continued increase of concerns regarding the environmental, food safety and health issues. This led to an increase in demand which outstrips the supply. The study aims to identify the factors influencing the purchase of organically grown products in the Shelly Beach Shopping centre. The study employed a quantitative descriptive cross-sectional design. The study comprised of 150 organically grown product consumers who were selected by means of a systematic random sampling technique. A multiple regression analysis was used to test for the factors influencing the purchase intentions of organically grown products. Multiple regression model revealed that factors like; ethnicity; household size; employment status; household income and perceptions that organically grown products have a better smell and freshness were found to have a positive and significant influence on the purchase intentions. Conversely, age, education, and perceptions that organically grown products have a good taste and quality and limited availability were found to have a negative and significant influence on the purchase intentions of organically grown products. Key words: Multiple regression model, organically grown products, perceptions, preferences, purchase intentions, Shelly Beach Shopping centre.