Assessing Consumer Purchase Behaviour towards Organic Food Products in India

Abstract

The rise in demand of organic products has intensified need to understand the factors that shape consumers' purchasing decisions. The present study aimed to assess consumer purchase behaviour in regards to organic food products in the context of India. A survey was conducted among 120 consumers from Haryana. The questionnaire measured multiple dimensions of consumer behaviour, including awareness, health concern, environmental concern, certification trust, product availability, price perception, social influence, information sources and purchase decision. The data collected further analyzed using SPSS. Reliability than assessed through Cronbach's alpha and construct validity examined through the KMO measure and to extract the factors Exploratory Factor Analysis utilised. The findings indicated that internal consistency as satisfactory with acceptable construct validity across the proposed constructs. The study confirmed the seen key factors that influence the decision of the consumers choice on organic products.