This inquiry explores the consumer attitudes and purchase intention regarding fortified rice, a novel product in the Sri Lankan market, in the category of functional foods. Through research and development, functional foods are produced for the benefit of consumers in
the developed and developing world. With two billion people lacking key micronutrients such as iron and vitamin A in their diet, 155 million children stunted and 52 million children being emaciated, the developing world is more in need of functional food than the
developed world. Unfortunately, the progress made in this regard in the developing world is slow, but, with the fortification of staple food, it is hoped that the issue of the want of nutrients can be addressed effectively. The staple food widely used in South Asia
(including Sri Lanka) is rice. With 15% of the children below 5 years being anaemic and 5% having zinc deficiencies, Sri Lanka seems a country ideally suited to adopt the fortification of rice. Yet the consumer acceptance of fortified rice is a crucial factor in making a success of the introduction of this novel product in Sri Lanka and other developing countries. The consumer attitudes and purchase intention in respect of fortified rice is assessed through survey of 385 potential consumers. Prior to the survey, the qualitative method of in-depth interviews and focussed groups was used to test the conceptual model and its validity in the Sri Lankan context. Finally, consumer interviews were conducted to gain a better insight into the quantitative findings. Nvivo software was employed to analyse the qualitative data; SmartPLS using structural equation modelling was adopted to assess the impact of the constructs on the purchase intention.

Results showed a high level of purchase intention to fortified rice. Potential consumers were of the view that the product concept was innovative and included advances in the areas they needed so that a positive attitude to fortified rice was acquired. Findings also
indicated that subjective norms, willingness to pay a premium and brand consciousness made a positive impact on the purchase intention - in addition to the utilitarian and hedonic attitude. Using the theory of the diffusion of innovation, the theory of reasoned action and its extension, the theory of planned behaviour, results supported the consumer perceived innovativeness in creating consumer attitude and, in turn, the consumer attitude to the purchase intention for fortified rice. The inclusion of subjective norms and the key behavioural control variables of willingness to pay a premium and brand consciousness to an innovative agricultural product proved successful and contributed to the existing body of knowledge. The project has brought forth new perspectives, valuable and practical in the understanding of, and influences on, the consumer behaviour towards fortified rice. These
perspectives are now available to Managers to enable them to make a success in marketing this innovative product in Sri Lanka and other South Asian countries with a similar context and sustaining its demand in the long run. Owing to the large proportion of the world population lacking micronutrients in their diet, especially in developing countries, and consumers now seeking a high level of immunity against diseases such as Covid-19 and dengue fever, more research into the fortification of products such as rice from the
perspective of the consumer should be conducted. This study could prove a foundation for such efforts.