Nexus Between Production Practices, Quality and Safety Attributes, and Consumer Preference in Mango Sector in Sri Lanka

The domestic market in Sri Lanka is the primary destination for locally produced mangoes. There is a notable economic transition within this market, characterized by an increased focus on healthy lifestyles and evolving preferences for fresh agro-food products, including mangoes. Understanding the variation of consumer preference is important for improving the value chain of mangoes in Sri Lanka. This study attempts to assess the relative importance of quality, safety, and health attributes on consumer preference for mangoes and investigate the relationship between demographics and these preferences. Moreover, it evaluates consumer behavior in the purchase of mangoes and identifies the causes of postharvest losses at the consumer level. In this study, six divisions in the Monaragala district were selected targeting mango consumers of different age groups, education levels, and purchasing patterns. A structured questionnaire was used to collect information from 200 customers by conducting face to face interviews. Systematic sampling with simple random sampling techniques was done. The data were analyzed using IBM SPSS Statistics version 25 with descriptive statistics and non-parametric tests. The findings show that, although all internal and external quality attributes of mangoes are of concern to consumers, the health and safety attributes are those of the highest concern. This study provides valuable insights to the key stakeholders in the mango supply chain toward reduction of inefficiencies, enhancement of profitability, and consumer satisfaction.