Study of Consumer Behaviour Towards Organic Products

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PROBLEM STATEMENT

Environmental Concern and Health Consciousness

It would be expected that consumers of ecologically grown food products would hold strong attitudes towards the environment and hence would reveal environmental concern as a consumption motive.

Schifferstein and Oude Ophuis investigated health related determinants of organic food consumption among a sample of consumers of health and regular food stores and contrasted these across the nationwide representative household sample. Those who purchased organic foods viewed themselves as more responsible for their own health. They were additionally more likely to take precaution health action than the overall general population. They valued safe, healthy and natural foods and were eager to sacrifice some cash, appearance and simplicity of preparation in return. The essential purpose behind purchasing of organic food products includes healthiness, absence of chemicals and a better taste.

It is apparent from these studies that health and nature consciousness are motives for buying of organic food, while health consciousness seems to be the stronger motive. With respect to organic food from animal origin, other relevant concerns such as animal welfare must be considered as a buying motive.

IMPLICATIONS

The purchase intention of buying of organic products is health reasons followed by the nutrition and others. Consumers are ready to pay premium for organic products over non organic products but according to some respondents the organic products are overpriced. The availability of organic products is high which shows the increasing market of organic products in India and advertisement plays important role in consumer awareness. For increase of organic market in India government should motivate farmers and provide subsidies for farmers. As cost of farming is getting high in India people are shiting their interest from farming to other areas