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

Abstract

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

Citation

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. https://doi.org/10.1108/07363761211259223

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.