دانلود رایگان مقاله عوامل موثر بر رفتار خرید واقعی مصرف کنندگان هند نسبت به محصولات غذایی ارگانیک

ABSTRACT

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.

6. Managerial Implications

The results of this study have implications for organic product companies, retailers and market regulatory agencies. Considering consumers’ concerns about health safety and environmental concerns, it is required to develop an appropriate strategy. The strategy should focus specific consumer segments, increasing consumers’ awareness and knowledge of organic food products by maintaining customer satisfaction and delight. Organic products are credence goods, consumers may not know whether a product produced using organic or conventional methods unless they are informed so. Therefore, consumers’ awareness and knowledge about organically produced food pay a significant role in making purchase related decisions. This study provides guidelines and suggestions for retailers who are selling organic foods. Besides this, the study can be helpful for the organic food manufacturers to identify their target consumers by showing the influence of socio-demographic factors on organic food purchases. The study can provide insights for the health and wellness companies to reorient their production and marketing strategies to cater the increasing consumer demand for healthier food choices and to devise their growth and development plans effectively. Findings suggest the marketers of organic food products to segmenting their market cautiously and frame their marketing planning and strategy to convince these potential consumers about its benefits like healthy contents, pesticide free, freshness and environmental friendly. Additionally, consumers need to be informed about the availability of organic produce as consumers believe limited availability of organic foods in the market.