Indian consumer’s attitude towards purchasing organically produces foods: an empirical study
Keywords:
attitude, consumer, food products, organic food, purchasingAbstract
The Organic food market is ever increasing. The awareness about the benefits of organic food consumption is already high and after looking at the current incidences of harm to human life because of consumption of unhealthy food products, it is only expected to increase. Therefore many customers are becoming increasingly aware of the positive advantages of the non-conventional food, advertisers are now obligated to come up with new tactics that take these widely sought after organic products into account effectively. The aim of this research is to make important theoretical and practical contributions to the field of consumer buying intentions for organic food products. From a theoretical perspective, the study aims to lead to a better understanding of the dynamics underlying consumer purchasing intentions for organic food products. This study is an empirical investigation in which a survey questionnaire was distributed to 122 respondents for collecting primary data in Delhi NCR. The statistical implementation of study was done with the help of Analysis of Moment Structures (AMOS) statistical software and by means of Structural Equation Modeling (SEM). For checking reliability and vailidity of conceptual model we have used Confirmatory Factor Analysis (CFA). The result shows that attitude and purchase intention was significantly affected by health concern, product quality and knowledge but not by environmental concern. The findings show that this study will aid in understanding the emerging market demand for organically grown food products in India.
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