Understanding Consumer Behavior in the Organic Food Market: Perceptions, Preferences and Purchase Factors

Abstract

In light of the increasing consumer interest in health-conscious choices, particularly organic food products, this study aims to investigate the perceptions, preferences, and motivations that drive Indian consumers to purchase organic food items. Primary data was obtained from a sample of 120 consumers visiting organic stores for understanding the consumer perceptions, preferences and buying motives for organic food products in Bangalore city of Karnataka State. Factor analysis and cross tabulation are employed for analysing the data. The findings of the study indicated that consumers predominantly perceive organic food as healthy yet expensive. Core product factors influencing purchase of organic products include healthiness and quality, while augmentation factors include preservative-free, nutritional properties and certification. Branded organic stores are preferred place of purchase while social media and influencers are primary information sources. Purchase frequencies vary, from daily for fruits and vegetables to occasional for juices. Food safety ranks highest followed by influential and personal factors are major purchase drivers for organic food products. The study findings led to the development of consumer buying behaviour model for organic food products that majorly lay emphasis on personal, psychological and social factors considered during purchase of these products.