Factors Influencing Organic Food Purchase of Young Indian Consumers

Abstract

As organic food consumption rises throughout the world, there is a greater need for study on the factors that influence organic food consumption. Previous research yielded mixed results and failed to present a complete picture of organic food consumers in India. The goal of this study is to figure out what factors influence young Indian consumers' desire to buy organic foods. A comprehensive questionnaire study of Indian young consumers aged 15 to 30 years old was created in order to examine the relationship between the established key factors. Data was acquired from 289 young Indian customers in New Delhi, India, using a self-administered structured questionnaire. The findings show that young consumers’ organic food purchase intention is largely determined by their environmental concern, product quality, and social pressure. However, the impact of health consciousness, fear, trust, and price, on organic food purchase intention has been found insignificant. The findings have ramifications for organic food producers, marketers, and policymakers in India who are working to increase organic food consumption.