Consumer Behaviour towards Organic Food Products

Dr. Rashmi Chaudhary, Ms. Ekta .

Abstract


Purpose: Today consumers are more concerned about harmful effects of conventional food products on their health. Organic food provides option to choose healthy life style to consumers as these are chemical free and grown with strict standards in respect to the protection of soil, water and air (natural environment). This is the main reason that people are showing interest towards organic food products. This can be treated as an opportunity for producers of organic food products. This paper essentially tries to analyze consumer attitude, purchase intention and satisfaction towards organic food products. Methodology: The universe of the present study is Haryana. The data has been collected from 200 respondents from Haryana using a judgmental sampling technique through a structured questionnaire. The data has been analyzed with the help of Descriptive Statistics, Kruskal-Wallis Test and Regression Analysis. Findings: The study revealed that consumers have a positive attitude towards organic food products. It is also found that consumers are keen to purchase organic food products as these are easily available in the local area at a reasonable price, having value for money, pesticide free, healthy, having a wide range, and good packaging. Association between consumer satisfaction and benefits of organic food products has also been observed. Implications: This research paper suggests the marketers should develop a comprehensive plan to cater the burgeoning demand of organic food products among consumers. Retailers should also enhance the shelf space for organic food products at their outlets so that organic food products can be made easily available to consumers. Farmers have ample opportunities in the field of organic farming as they can produce organic food products, sell them at local level and can have good earning. Originality: The existing researches have considered consumers' attitude, purchase intention, and satisfaction towards organic food products separately. The present study is proposed to cover these three dimensions of consumer behavior towards organic food products simultaneously.

Keywords


Consumer behaviour, organic food, purchase intention, consumer attitude, consumer satisfaction

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References


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