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This study investigates the buying behavior of farmers towards agrochemical products which is considered as highly important for a healthy food concept. The key objective of the study is to investigate the key factors that influence and determine the buying behavior of farmers towards agro-chemicals. Questionnaire survey was conducted from 292 farmers selected by a convenient sampling in the district of Ampara, Sri Lanka. The multiple linear regression was used to achieve the objective of the study. The present study found that attitude, perceived availability, perceived price and product knowledge, word-of-mouth communication were significantly affecting the buying behavior of farmers towards agro-chemicals. Hence, the agrochemical marketers and dealers should formulate strategies to influence the buying behaviour of the farmers through effective marketing communications and made availabilities of agrochemical products in the market. This scenario would lead the agro-chemical consumers to avoid any irresponsible buying behaviors. This research is an opportunity and an eye-opener for marketers to increase their contribution towards agrochemical business and fulfill the demand for agrochemicals without any harm to the society and the environment.

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