Assessing the organic potential of urban Indian consumers

Abstract

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.

Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour

“…These perceptions may be toward stakeholders involved in the supply chain as well as certification agencies. The findings are contrary to the existing literature that indicated lack of trust of stakeholders (Chen et al, 2014;Scalvedi & Saba, 2018) and certification agencies (Pham et al, 2018;Sondhi, 2014) as the constraint impeding organic food consumption. The possible reasoning explaining inconsistent results could be that introduction of alternative buying possibilities such as farmers markets, community-supported agriculture, and grow your own food networks.…”

“…Misra and Singh (2016) suggested that doubt in regard to the professed quality of organic food hinders organic food consumption. On the contrary, this findings supports the existing literature which conclude that healthiness (Botonaki et al, 2006;Bryła, 2016;Cerjak et al, 2010;Hasimu et al, 2017;Henryks et al, 2014;Janssen, 2018a;Lea & Worsley, 2005;Lillywhite et al, 2013a;Misra & Singh, 2016;Nandi et al, 2016;Petrescu et al, 2017;Scalvedi & Saba, 2018;Sobhanifard, 2018;Sondhi, 2014;Thøgersen et al, 2015b;Thøgersen & Zhou, 2012;von Meyer-Höfer et al, 2015;Zagata, 2014), natural ingredients (Hasselbach & Roosen, 2015a;Janssen, 2018b;Sobhanifard, 2018;Thøgersen & Zhou, 2012;Zagata, 2014) and free from characteristics (González, 2009;Henryks et al, 2014;Nandi et al, 2017;Zagata, 2014) acts as the positive influencer for buying organic food.…”

Motivators and barriers to sustainable food consumption: Qualitative inquiry about organic food consumers in a developing nation

“…But the past 2-3 years have seen a significant increase in the published literature in the area of organic food purchase preferences and behavior (Balaji & Injodey, 2017;Misra & Singh, 2016;Prakash, Singh, & Yadav, 2018;Sondhi, 2014;Yadav, 2016;Yadav & Pathak, 2016) in the Indian context. However, these studies were quantitative using close-ended questions that may limit the respondents to express their motivations/barriers of using organic food products (Kim, Eves, & Scarles, 2009).…”

Consumption of organic food products: an emerging market perspective

“…Though extensive studies have been conducted across the world, there is a serious lack of similar data with regards the Indian context. Most of the existing studies have looked more at potential consumers (Sondhi, 2014) rather than existing consumers.…”

“…Most consumer studies that are available have looked at potential health conscious consumers (Sondhi, 2014) or looked at organic purchase intentions amongst general public (Shafi and Madhavaiah, 2013). Sondhi and Vani (2007) assessed the market potential from the supplier side by conducting a retailer study to assess the current status and future prospect of the organic market in the Indian context.…”