The organic foods are perceived as more nutritious, healthy, and nature-friendly than conventional food. Consumers, therefore, are switching over to organic food products and are willing to pay a premium price. The purpose of this study is to examine the factors influencing the consumers' actual buying behaviour towards organic foods. For this purpose, a survey data were collected from 611 Indian consumers through a structured questionnaire. The data were analysed using various techniques like factor analysis, independent t-test, ANOVA multiple linear regression, and hierarchical multiple regression analysis. Results have confirmed four factors (health consciousness, knowledge, subjective norms, and price) that influence the consumer attitude towards organic food products. However, purchase intention towards organic foods is affected by these four factors along with one additional factor (i.e., availability). The results show that these five factors also influence the actual buying behaviour but attitude and purchase intention mediates the relationship. Further, socio-demographic factors (age, education and income) also found to have an impact on actual buying behaviour. This study provides a better understanding of consumers' attitude, purchase intention and actual buying behaviour towards organic food products. The findings have implications for companies of the organic food industry, retailers and market regulatory agencies. The study also provides guidelines and suggestions for retailers and marketers who are dealing with the organic foods and aim at expanding the organic food market.
ABSTRACTNumerous consumers confronted with increasing environmental problems, food safety issues, and augmentative health problems increasingly desire to have healthier and more natural foods grown in an eco-friendly manner. Hitherto organic foods only partly benefit from this increasing market environment, and their market share stays rather low despite high growth rates. This article aims to investigate consumers’ willingness to pay (WTP) for organic fruits and vegetables and relevant factors ...
#2Yanfeng Zhou(SYSU: Sun Yat-sen University)H-Index: 12
Last. Guang Huang(Guangdong University of Business Studies)H-Index: 6
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Abstract The objective this paper is to investigate whether a solid and stable value base exists in China for buying organic food, and which values that might be. We study the stability of the value basis for buying organic food in China by means of two surveys with ordinary Chinese consumers collected in 2009 (n = 529) and 2012 (n = 478) outside supermarkets selling organic food in Guangzhou, China. Consistent with previous studies in Western countries, we find that the attitude towards buying ...
#1S. Mahendra Dev(Indira Gandhi Institute of Development Research)H-Index: 15
This paper examines the roles and challenges of small holding agriculture in India. It covers trends in agricultural growth, cultivation patterns, participation of small holding agriculture, productivity performance of small holders, linking small holders with markets including value chains, role of small holders in enhancing food security and employment generation, differential policies and institutional support for small holders and, challenges and future options for small holding agriculture ...
The 14th edition of The World of Organic Agriculture documents recent developments in global organic agriculture. It includes contributions from representatives of the organic sector from throughout the world and provides comprehensive organic farming statistics that cover surface area under organic management, specific information about land use in organic systems, numbers of farms and other operator types as well as selected market data. The book also contains information on the global market ...
#1Man Kit Chang(Hong Kong Baptist University)H-Index: 1
This study is a comparison of the validity of theory of reasoned action and theory of planned behavior as applied to the area of moral behavior (i.e., illegal copying of software) using structural equation modeling. Data were collected from 181 university students on the various components of the theories and used to asses the influence of attitude, subjective norm, and perceived behavioral control on the intention to make unauthorized software copies. Theory of planned behavior was found to be ...
#1Justin Paul(Nagoya University of Commerce & Business)H-Index: 30
#2Jyoti Rana(Centenary College of Louisiana)H-Index: 4
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 analy...
#2Maneesha Shukul(MSU: Maharaja Sayajirao University of Baroda)H-Index: 2
Serious concerns expressed during the last decade regarding the use of chemicals in agriculture in terms of their adverse impact on the hu man health, environment and sustainable agricultural production has been encouraging organic food production world over. The food thus produced has minimal elements harmful to the human health. Hence a part from being environment friendly, organic foods are believed to be having high nutritional value and safe for human health. But how far the women, the heal...
The results shows that perceptions towards organic food product depict the strongest relationship with buyers’ intention to buy organic food product followed by the buyers’ belief that consuming organic food product is contributing to preserving the environment. It seems that perception towards organic food and belief that organic food is environmentally friendly are not independent from each other. Besides, the availability of product information is also supporting the consumers’ intention to p...
The goal of this study is to determine the influence of organic knowledge, quality, price consciousness, subjective norms and familiarity on attitude and organic buying behaviour. Moreover, this study applied theory of planned behaviour to search about organic buying behaviour of all users in Iran. According to this issue, total 150 participants by simple random sampling through direct survey questionnaire method has been chosen. Finally, conclusion indicated that whole impacts are positive and ...
Last. Guido Van Huylenbroeck(AAEA: Agricultural & Applied Economics Association)H-Index: 43
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Purpose – Although the organic market has expanded in recent years, it remains small. Some researchers argue that consumers' lack of knowledge concerning organic food is an important factor slowing down growth. This paper aims to focus on the factors influencing objective and subjective knowledge with regard to organic food production and the relationship between both types of knowledge and consumer attitudes and motivations towards organic food and its consumption.Design/methodology/approach – ...
Abstract This study explores the factors that influence consumer purchase intention and behavior for organic vegetables in Brazil. A conceptual model based on the theory of planned behavior (TPB) was developed. In addition to all standard relationships in the TPB, the candidate variables of perceived health benefits, perceived sustainability benefits, and perceived price were added to the TPB-based model. Attitude was expected to mediate the relation between perceived health benefits and intenti...
Last. Dayu Cao(JXAU: Jiangxi Agricultural University)
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ABSTRACT Despite the rapid growth of China's organic food industry during recent years, organic food still accounts for a relatively small share of the country's massive food market. In particular, the issue of information asymmetry hinders the further development of the organic food market in China. The current study attempted to explore the relationships between the integration capability of consumers’ weak signals, health consciousness, environmental protection consciousness and organic purch...
Environmental deterioration brought about by consumers’ non-feasible utilization pattern is putting a pressure on the environment and is obstructing sustainable development. To hinder this impact and stimulate a more sustainable economic growth, one solution is to lessen or move utilization patterns from conventional products to eco-friendly products. The authors conducted a review study of green purchase behavioral research across the 6-year period from 2015 to 2021, identifying 108 studies tha...