Consumer behavior and purchase intention for organic food

Topics: Organic food, Organic farming, Marketing Pages: 12 (8254 words) Published: November 8, 2014
Consumer behavior and purchase intention for
organic food
Justin Paul
Nagoya University of Commerce & Business, Nagoya City, Japan, and Foster School of Business, University of Washington, Seattle, Washington, USA, and

Jyoti Rana
DAV Centenary College, Faridabad, India
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. Keywords Ecological awareness, Consumer purchasing behaviour, Consumer satisfaction, India, Organic foods, Buying behaviour Paper type Research paper

attracted towards environment, explained by numerous
studies during this period. This issue also attracted the
media to explore, resulting more stringent legislation, which further resulted in the rise of premier group activities that has led consumers to become more concerned about the
environment, resulting further, in great stirs of major
industrial disasters (Schlegelmilch et al., 1996). Besides
these efforts consumer awareness also encouraged consumers
to take some responsibility to reduce environmental damage
through recycling and purchasing ecologically sound products (Paladino and Baggiere, 2008).
Coddington (1993) also mentioned the change in the
perspective of the consumers. Consumers were worried about
the impact of environmental damage on their health and
safety. Their anxiety compelled the marketers to incorporate environment issue in their decision making. Further two
important attitudes, i.e. confidence in food and health
consciousness have emerged as main attractions for the
consumers towards organic food. This consciousness towards
health is growing gradually with the increase of age. Even
Germany is not far behind with regard to the attitude towards organic food (Von Alvensleben, 1998). Furthermore,
Nigerian consumers are also aware as well as agree that
organic food is healthier, tastier, has no harmful effects and is of better quality than the inorganic food (Dipeolu et al.,
2009). Consumers buy organic food mainly because of health
benefits (Shepherd et al., 2005). Effective campaigns play
eminent role in creating awareness in the minds of consumers and they are ready to spend more money for green products
(Garcı´a-Gallego and Georgantzı´s, 2011).

An executive summary for managers and executive
readers can be found at the end of this article.

1. Introduction
Marketers are keen to sell the organic products with the
increasing awareness of issues such as environment,
naturopathy and green world. Environment friendly
products are gaining popularity among...

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