Consumer behavior and purchase intention for organic food

Abstract

PurposeThe 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/approachThe 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.FindingsThe 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 implicationsThis 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/valueThis 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.

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“…Concern for Environment had the highest percentage of consumers, followed by concern for health. This finding coincides with the findings of Paul and Rana [35], Ahmad and Juhdi [2], Shamsollahi et al [43], Kumar and Ali [27]. 55% consumers showed less interest in certification, perhaps it could mean as a factor certification is not as important to them or they don't trust organic certification.…”

Meningkatkan Minat Beli Konsumen Pada Produk Ramah Lingkungan Melalui Dukungan Lokasi Konsumen

“…Hal ini menjadi perhatian, dimana dapat diketahui daya beli konsumen. Dimana konsumen yang berada di pusat kota, memiliki daya beli lebih tinggi (Paul, 2012). Pertanyaan menarik, apakah hal ini berlaku pada keputusan konsumen dalam memiliki produk ramah lingkungan, seperti produk sayuran organik.…”

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“…Therefore, the information obtained from the actual purchase can help to identify the marketing strategy (Kim & Chung, 2011), customer satisfaction, and to ensure the continuity of the business (Carneiro et al, 2005;Ibrahim & Najjar, 2008;Paul & Rana, 2012). Other studies found that actual purchase is complex and vary by segment (Chiang et al, 2010;Shafiq et al, 2011).…”