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Consumer behavior and purchase intention for organic food

The Journal of consumer marketing, 2012-09, Vol.29 (6), p.412-422 [Peer Reviewed Journal]

Emerald Group Publishing Limited ;Copyright Emerald Group Publishing Limited 2012 ;ISSN: 0736-3761 ;EISSN: 2052-1200 ;DOI: 10.1108/07363761211259223

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  • Title:
    Consumer behavior and purchase intention for organic food
  • Author: Paul, Justin ; Rana, Jyoti
  • Subjects: Attitudes ; Consciousness ; Consumer behavior ; Consumers ; Environmental conditions ; Environmental impact ; Environmental protection ; Food ; Influence ; Market segments ; Market shares ; Marketing ; Natural & organic foods ; Organic farming ; Pesticides ; Purchase intention ; Willingness to pay
  • Is Part Of: The Journal of consumer marketing, 2012-09, Vol.29 (6), p.412-422
  • Description: Purpose - The main objective of this study is to understand the behavior of ecological consumers and their intention to purchase organic food. The study aims to determine the factors influencing consumer behavior towards organic food.Design methodology approach - The method used for the data collection was a face-to-face interview, using a structured questionnaire, with closed-ended questions. In total, 463 respondents participated in the survey. It was decided to use various multivariate analyses like multiple regressions, factor analysis and cluster analysis with large sample size.Findings - The results indicate that health, availability and education from demographic factors positively influence the consumer's attitude towards buying organic food. Overall satisfaction of consumers for organic food is more than inorganic food but the satisfaction level varies due to different factors.Practical implications - This study suggests that retailers can develop effective marketing program and strategies to influence consumers positively. They can emphasize the health benefits and quality of organic food. They can make these products easily available to attract consumers to buy organic food.Originality value - This study provides valuable insight into consumer behavior regarding organic food by examining the factors that influence consumers' intention to purchase organic food, within the Indian context. The lessons can also be replicated in other countries for marketing organic foods.
  • Publisher: Santa Barbara: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 0736-3761
    EISSN: 2052-1200
    DOI: 10.1108/07363761211259223
  • Source: ProQuest One Psychology
    ProQuest Central
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