PG Diploma in Marketing: Consumer Behavior in Urban Gardening Project

This report, submitted as part of a Postgraduate Diploma in Marketing program, analyzes consumer behavior in the context of an urban edible gardening project in Sri Lanka. The report, commissioned by the Department of Agriculture, explores how consumer behavior theory applies to households purchasing plants and seeds, focusing on the processes of searching, evaluating, purchasing, using, and disposing of gardening-related items. It also examines how motivational models can encourage urban households to grow edible plants despite space constraints, incorporating cultural and social class influences. Finally, the report applies the Tri-Component model of Attitude to explain how attitudes towards growing edible plants can be changed, particularly in urban areas. The report includes an executive summary, detailed analysis of consumer behavior, motivational factors, and attitude changes, and a comprehensive reference list. The goal is to provide insights to the Department of Agriculture on how to best promote urban edible gardening. The report also highlights the impact of urbanization and the need for healthy food options in urban settings.