What Motivates Young Indian Consumers to Buy Organic Food?

Purpose Indian consumers are showing an increased demand for organic food products; however, little is known about their intention to buy organic foods. The purpose of this paper is to understand how fear towards conventional food products motivates an individual to buy organic food products and whether trust and perceived price as contextual factors are able to enhance the buying intention. Design/methodology/approach A total of 275 valid responses were collected using a self-administrated structured questionnaire, representative of Indian consumers. An ordinary least square regression analysis was used to analyse the effect of trust and perceived price in influencing the relationship between consumers’ fear and intention to buy organic food products. Findings The moderating role of trust and perceived price in enhancing the direct relation between fear and intention was established. In addition, cluster analysis results revealed that married women with children are showing a greater interest in buying organic food products. Practical implications The findings of the study are of high importance to all stakeholders in organic food products, as selecting marketing practices which target consumers’ concern is an indispensable part of finding a niche for organic food products. Originality/value The findings suggest that even though consumers are fearful towards conventional food products, they displayed negative intention to buy organic food products when their trust towards the third party is low, thus confirming the importance of trust as a buffering agent.

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Assessing the organic potential of urban Indian consumers

British Food Journal ◽

10.1108/bfj-04-2013-0098 ◽

2014 ◽

Vol 116 (12) ◽

pp. 1864-1878 ◽

Cited By ~ 11

Author(s):

Neena Sondhi

Keyword(s):

Organic Food ◽

Health And Safety ◽

Purchase Intentions ◽

Content Type ◽

Nuclear Families ◽

Five Factors ◽

Attitudinal Factors ◽

Urban Indian ◽

Indian Consumers ◽

Grocery Purchase

Purpose – The purpose of this paper is to explore the potential for the purchase of organic food products amongst urban Indian consumers. Design/methodology/approach – The paper is based on a sample of 618 urban Indian consumers. The study questionnaire was developed to measure food-related lifestyle and attitudinal variables. The respondents were also questioned regarding their grocery purchase behaviour; awareness and purchase intentions regarding organic food. The data collected were analysed using SPSS 20.0 using factor, cluster and χ2 analysis to identify and profile the health-conscious segments and profile them based on their organic purchase intentions. Findings – In total, 33 lifestyle variables were reduced to five food-related attitudinal factors. Based on the five factors three potential clusters were identified. The urban Indian consumer was found to be environment, health and safety conscious. Sensitized and cautious segment of young, women living in nuclear families were more open to an organic alternative. The main barriers to successful adoption were premium pricing, doubtful certification and sporadic availability of organic food. Research limitations/implications – The urban Indian is ready to shift to a healthier option. However, the awareness, availability and price need to be managed more aggressively. A larger pan-India study to identify the high-potential belts and the domestic organic distribution and certification practices need to be assessed to formulate a focused marketing strategy. Originality/value – Paucity of literature exists about the potential organic consumers. Such studies are extremely meaningful for an organic marketer to design effective communication and distribution strategies in order to accelerate the adoption and preference for an organic purchase.

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Factors influencing Indian consumers' actual buying behaviour towards organic food products

Journal of Cleaner Production ◽

10.1016/j.jclepro.2017.08.106 ◽

2017 ◽

Vol 167 ◽

pp. 473-483 ◽

Cited By ~ 60

Author(s):

Anupam Singh ◽

Priyanka Verma

Keyword(s):

Organic Food ◽

Food Products ◽

Factors Influencing ◽

Indian Consumers ◽

Buying Behaviour

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Organic Food Products : A Study on Perceptions of Indian Consumers

Indian Journal of Marketing ◽

10.17010/ijom/2017/v47/i1/108808 ◽

2017 ◽

Vol 47 (1) ◽

pp. 26 ◽

Cited By ~ 1

Author(s):

Vedha Balaji ◽

Joseph I. Injodey

Keyword(s):

Organic Food ◽

Food Products ◽

Indian Consumers

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Does brand credibility matter? The case of organic food products

British Food Journal ◽

10.1108/bfj-03-2021-0326 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Chandra Sekhar ◽

Swati Krishna ◽

Ghadeer G. Kayal ◽

Nripendra P. Rana

Keyword(s):

Customer Value ◽

Structural Equation ◽

Geographical Area ◽

Organic Food ◽

Purchase Intentions ◽

Integrative Model ◽

Content Type ◽

Brand Credibility ◽

Indian Consumers

PurposeThis study's main objective is to investigate the influence of brand credibility on the intention to purchase organic food. In addition, this research studies the moderating role of customer ethnocentricity as well as the mediating role of customer value.Design/methodology/approachTo explore correlations between brand credibility and purchase intentions, cross-sectional data were collected from 433 Indian consumers. The data were analysed by structural equation modelling.FindingsThe findings indicate that brand credibility is positively related to purchasing intention. The association between brand credibility and purchasing intentions is partially mediated by customer value. Customer ethnocentrism was also shown to have a negative moderation effect. Healthiness, high quality and sensory properties (i.e. natural taste) were found to be some of the most significant organic food characteristics, according to Indian consumers.Research limitations/implicationsThe research is confined to India's geographical area, specifically the National Capital Regions.Practical implicationsTo increase the purchase frequency of local or global branded organic food, businesses can include rational features in their marketing method such as the health benefits compared to the conventional product, a better emphasis on environmental safety and the social advantages of organic food.Originality/valueThis study develops an integrative model, including brand credibility (PBG & PBL), to predict organic food purchase intentions. This is an important contribution as, according to the results of the literature review, no previous studies have analysed these relationships.

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