Factors Influencing the Purchase Intention of Buyer towards Organic Foods

Factors Influencing the Purchase Intention of Buyer towards Organic Foods

K.Venkata Kalya, Dr.Sukanya Metta

Department of Management Studies

Vardhaman College of Engineering

Abstract

Consumer awareness of health and environmental concerns plays a significant role in driving the demand for organic foods. Consumers perceive organic products as more natural, healthier and less harmful to both themselves and the environment. One of the main obstacles to the mass use of organic food is high prices. Studies have shown that consumers are ready to pay more for organic foods. Many buyers are discouraged by higher pricing and may choose to forego higher-priced options because of financial limitations. Perceived product quality, availability, convenience, and social influence emerge as contributing elements when considering the buyer's inclination towards purchasing organic foods. The study seeks to empower marketers and policymakers in developing effective strategies pertaining to product labeling and marketing campaigns targeted at promoting organic food consumption. Overall, understanding these factors is crucial for businesses looking to understand and cater to the preferences of consumers in this market segment effectively.

Keywords: Purchase intention, Price, Product labeling, Advertisement, Availability, Environment concerns, Health consciousness.