8 Shilpa R

Nailing Start-Up-Creating Tomorrow
Title- “CONSUMER ATTITUDE TOWARDS BEHAVIOURAL INTENTION OF

ORGANIC FOOD PRODUCTS”
Name Ms Shilpa R
Research Scholar-Garden City University
Background
• The increased health consciousness among the younger generation and millennials, high disposable income, rising
popularity, and robust economic growth are the main drivers of the demand for organic food in India.
• Indian consumers are spending more on organic health and wellness items due to their more significant attention to
their food's nutrient content and quality.
• This study aims to understand how consumers behave while buying organic food goods, assess the tactics and
barriers to selling organic food products, and provide solutions to these barriers and coping mechanisms.
Literature Review
• Anoy Basumatary (2022), According to this survey, urban areas account for the majority of consumers of organic
food items, yet supply is relatively low and marketing tactics are subpar due to a lack of organic producers, proper
market facilities, consumer ignorance, and outlets.
• Anubhav Beniwal and Chidanand Patil (2022), Based on this analysis, there is a vast disparity between supply
and demand, which presents a chance for other farmers, allowing new producers to fill the gap and reap the
rewards. It advises farmers to engage in the organic food market to generate money.
• Gagandeep Kaur and Monika Rana (2022), In accordance with this study, consumer purchase behaviour for
instant food products is positively impacted by health awareness, knowledge of organic foods, subjective norms,
perceived price, and availability; however, the relationship also mediates attitude and intent to buy.
Literature Review
• Preeti Metal. (2021), This study aids producers of organic food items in developing marketing plans that
emphasise aspects affecting consumer attitudes more than price, such as product quality, health advantages,
and environmental friendliness.
• Sona Srivastava (2021) this study shows that customer attitudes and intentions to buy organic food items
were significantly influenced by concerns about health, product quality, and education but not by
environmental concerns. This aids in comprehending India's rising market need for food products made from
organically farmed ingredients
OBJECTIVES
1. To examine the motivating factors that impact the decision to purchase organic food
2. To assess the subjective norms held by consumers of organic food.
3. To assess the attitudes of organic food consumers towards safety and trust in organic food products.
Hypothesis
• Objective 1: Motivating Factors
 H1: There is a significant motivating factor in the decision to purchase organic food.
 H0: There is no significant motivating factor in the decision to purchase organic food.
• Objective 2: Subjective Norms
 H1: Consumers who perceive stronger social pressure to buy organic food will be more likely to purchase it
themselves.
 H0: There is no significant relationship between perceived social pressure to buy organic food and the
decision to purchase it.
• Objective 3: Safety and Trust
 H1: Consumers who believe organic food is produced with safer methods will have a higher level of trust in
organic food products.
 H0: There is no significant difference in trust level for organic food products between consumers who
believe organic food is produced with safer methods and those who don't.
Methodology
Quantitative survey was conducted with a randomly selected sample comprising 245 consumers of organic products
from Bangalore City.
Sample respondents for this study were chosen through a Non-probability sampling approach using judgmental
sampling methods
sample respondents-Consumers who visited selected outlets during the survey time, and those who had time to fill in
the survey instrument and were willing to participate
The attitude towards purchasing organic food products was studied based on three variables: environmental concern,
health concern and lifestyle consciousness, environmental factors and safety considerations
Findings
• Consumer Demographics (Table 1):
• Males make up a larger portion (53.5%) of organic consumers than females.
• Over 43% of organic consumers are well-educated (undergraduate or postgraduate).
• Homemakers are more likely to buy organic food (over 62%).
• Consumers with a monthly salary exceeding ₹60,000 (presumably due to higher cost of organic
products).
• Married people make up the majority (78.4%) of organic consumers.
• Consumer Motivations (Table 2):
• Health concerns are the primary reason for buying organic (mean score 4.50).
• Other important factors include environmental concerns (4.48), behavioral intention (4.35), satisfaction
(4.28), and attitude (4.31).
• Economic reasons are the least significant motivator (mean score 3.80).
Findings
• Relationships Between Motivations (Table 2):
• Health concerns positively correlate with environmental concerns, trust in organic
products, social reasons for buying organic, and even economic reasons.
• Intention to buy organic (dependent variable) has a significant positive correlation with all
independent variables: environmental concern, health concern & lifestyle, social reasons,
and economic reasons.
• Overall:
• Health and environmental concerns are the strongest drivers for buying organic products.
• Consumers with higher education, income, and homemaker status are more likely to be
organic consumers.
• There's a positive relationship between various motivations for buying organic and the
intention to purchase them.
Conclusion
• The organic food market has promising growth potential, particularly with focus on distribution, marketing,
and ethical consumerism.
• Consumers in developing countries are increasingly interested in organic food, mirroring trends in developed
nations.
• Public awareness and positive attitudes towards organic food are on the rise.
• Consumers have diverse motivations for buying organic, with environmental and health concerns being the
strongest. Other factors include social reasons, trust in organic products, and economic considerations.
• Consumer attitudes significantly influence purchase intentions and satisfaction with organic food.
• Growing environmental awareness is driving consumer behavior towards organic and eco-friendly products.
Recommendation
• Further research is needed in areas like distribution, marketing, and ethical consumerism to address accessibility
challenges and expand the organic food market globally.
• Strategies should be developed to improve distribution and promotion systems to make organic food more readily
available, particularly in developing countries.
• Public education campaigns can be implemented to raise awareness about the benefits of organic food and address
any knowledge gaps.
• Businesses can explore ways to target consumers' diverse motivations for buying organic, potentially through
differentiated marketing strategies.
Thank You !

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8 Shilpa R

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Nailing Start-Up-Creating Tomorrow

Title- “CONSUMER ATTITUDE TOWARDS BEHAVIOURAL INTENTION OF

2. To assess the subjective norms held by consumers of organic food.

• Objective 2: Subjective Norms

• Objective 3: Safety and Trust

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