Consumer Perception Attitude and Acceptance for Organic Food Product

Abstract

The aim of this research is to study the Consumers Perception, Attitude and Acceptance for Organic Food Products by investigating the various determinants and elements which influence organic food shoppers behaviour of organic food in urban India. To analyse the consumer purchase decision making and purchase behaviour, a five-stage conceptual framework was studied which are influencing stage, cognitive/affective stage, evaluation of alternatives stage, behavioural intentions stage and final purchase stage. The research design is thoroughly quantitative in nature. The data was collected through pre-tested, self-administered online survey considering a fair representation of sample in terms of demographics and socio-economic factors across the major cities of India. The data analysis was performed using exploratory factor analysis (EFA) and regression modelling. The results of EFA revealed that Exploratory factor analysis revealed that the scales PBOF and PROF were multidimensional. Five dimensions of PBOF (Functional Value, Ecological and Environmental Consciousness, Easy Availability, Trust and reliability, Purity. Four dimensions of PROF (Doubts, Distrust, Inauthenticity and Poor Distribution) were also identified. Findings revealed that the respondents displayed a significant positive attitude towards organic food. The study also modeled the Impact of benefits and risks perception on attitude and willingness to pay price premium for organic food. The relative importance of the perceptual five benefits factors and four risks factors as predictor of attitude and willingness to pay price premium for organic food is of significant importance. The study has tried to provide valuable insights into the current studies of Indian and global Organic Food consumer behaviour. Beneficiaries of this study may include stakeholders in India and globally such as academicians, marketers, growers and governmental organisations making the policy frameworks. newline