An Analysis Of The Factors Influencing Consumer Buying Decisions With Regard To Purchase Of Green Agro Food Products In India-A Study Of J&K.

Abstract

There has been a continuous drift in the attitude of consumers towards a more sustainable and healthy life. The main objective of the paper is to understand the factors that influence the consumer behavior and positive purchase intention of ecological consumers with regard to organic food. The methodology used for data collection was by getting closed-ended questionnaire filled face-to-face. In total 394 respondents participated and data was analyzed by using chi-square test for hypothesis testing and regression analysis for confirmation. The study has found environmental consciousness, awareness of product among consumers, availability or ease of access to organic food and health consciousness among important drivers for positive behavior towards organic food, however the study does not explain the actual buying behavior of organic food. Demographic factors such as higher income, age and higher education also have been found to have a positive impact on buying behavior. The study suggests marketers to create broader supply chain for excessive availability of organic food and also to formulate marketing campaigns that enhance product knowledge and add to the association of organic food to good health.