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)
Jyoti Rana (DAV Centenary College, Faridabad, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 7 September 2012



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.


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.


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.


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.



Paul, J. and Rana, J. (2012), "Consumer behavior and purchase intention for organic food", Journal of Consumer Marketing, Vol. 29 No. 6, pp. 412-422.

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Copyright © 2012, Emerald Group Publishing Limited

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