Organic Food Purchase Intention: Examining the Influence of Religion on Consu...Premier Publishers
This study investigates the role of religion in organic food consumption in Indonesia, the country with the world’s largest Muslim population. A central benefit of consuming organic food is its various health benefits produced using green methods. Besides protecting health, organic food is good for the environment. This study investigates health consciousness, eco-knowledge, eco-labelling, and price sensitivity as variables that influence attitudes toward organic food and consumers’ organic food purchase intention. Results are compared between Muslim and non-Muslim in 526 respondents. The major data analysis performed was structural equation modeling using linear structural relations (LISREL) software. This study found that health consciousness, eco-knowledge, eco-labelling, and price sensitivity significantly influence attitudes toward organic food and purchase intention; however, the results differed based on religion. Muslim respondents showed greater concern for the environment such as eco knowledge and eco labelling, while non-Muslims were more concerned with personal issues such as health consciousness and pricing.
Organic food industry is trending with blooming profits and market revenues. Many reasons have emerged for this growth in the industry: health conscious consumers, more awareness due to globalization, increased access to newer products and health variants of conventional food, environment protection and animal welfare concerns, and ethical motives. The practice of companies targeting the ‘ecological consumers’ who can
pay a premium for organic food is more than what it was five years ago. The increase in eco-friendly people along with the shift from a ‘producer-oriented market’ to a ‘consumer-oriented market’ is signalling an increase in the demand of organic food. Extant research has shown varied results in terms of health
consciousness, food safety concerns, gender differences, and ecological awareness. However, there are limitations and gaps in them like small sample size, rural and suburban difference, varied age differences, and vague assumptions to list a few.
In the current research, these gaps are fulfilled by testing a sample of over 4000 participants on the effects of subjective-norms, moral-norms, gender difference, and attitude on intentions to purchase organic tomatoes. The findings suggested that people tend to act based on their subjective-norms more than their moral-norms. In short, people would intend to buy more organic food if they see others (whom they value) buy it. Another interesting finding of this study highlighted the close difference between men and women for intention to purchase organic tomatoes. Even though women had a higher result to buy organic food, men were not far behind. Lastly, attitude of the population was tested. As many researchers have previously noted, the attitude has a large effect on intention behaviour. Companies that are looking to capture the ecological
consumers should look out to these findings and plan their marketing activities opportunistically to increase their revenues and profits.
Organic foods refer to products that are grown naturally or produced by methods that comply
with the standards of organic farming. They are not only environmentally friendly, they are also healthy. Many
people believe organic foods are healthier than conventional food. Today, organic foods have become very
popular and everyone wants to know about their benefits. This paper provides a brief introduction on organic
foods and their pros and cons.
ISBN Publication 3 A Conceptual Study on Marketing Practices, Issues, Chall...Dr UMA K
Dr. UMA K “A Conceptual Study on Marketing Practices, Issues, Challenges and Future Prospectus of Organic Products”, in the Journal of “Infrastructure and Sustainable Development: Issues & Challenges”, in One Day National Conference, organized by Basudev Somani College, Mysuru, in ISBN: 978-81-927970-9-0, held on 19th January, 2018, pp. 97-103.
Organic Food Purchase Intention: Examining the Influence of Religion on Consu...Premier Publishers
This study investigates the role of religion in organic food consumption in Indonesia, the country with the world’s largest Muslim population. A central benefit of consuming organic food is its various health benefits produced using green methods. Besides protecting health, organic food is good for the environment. This study investigates health consciousness, eco-knowledge, eco-labelling, and price sensitivity as variables that influence attitudes toward organic food and consumers’ organic food purchase intention. Results are compared between Muslim and non-Muslim in 526 respondents. The major data analysis performed was structural equation modeling using linear structural relations (LISREL) software. This study found that health consciousness, eco-knowledge, eco-labelling, and price sensitivity significantly influence attitudes toward organic food and purchase intention; however, the results differed based on religion. Muslim respondents showed greater concern for the environment such as eco knowledge and eco labelling, while non-Muslims were more concerned with personal issues such as health consciousness and pricing.
Organic food industry is trending with blooming profits and market revenues. Many reasons have emerged for this growth in the industry: health conscious consumers, more awareness due to globalization, increased access to newer products and health variants of conventional food, environment protection and animal welfare concerns, and ethical motives. The practice of companies targeting the ‘ecological consumers’ who can
pay a premium for organic food is more than what it was five years ago. The increase in eco-friendly people along with the shift from a ‘producer-oriented market’ to a ‘consumer-oriented market’ is signalling an increase in the demand of organic food. Extant research has shown varied results in terms of health
consciousness, food safety concerns, gender differences, and ecological awareness. However, there are limitations and gaps in them like small sample size, rural and suburban difference, varied age differences, and vague assumptions to list a few.
In the current research, these gaps are fulfilled by testing a sample of over 4000 participants on the effects of subjective-norms, moral-norms, gender difference, and attitude on intentions to purchase organic tomatoes. The findings suggested that people tend to act based on their subjective-norms more than their moral-norms. In short, people would intend to buy more organic food if they see others (whom they value) buy it. Another interesting finding of this study highlighted the close difference between men and women for intention to purchase organic tomatoes. Even though women had a higher result to buy organic food, men were not far behind. Lastly, attitude of the population was tested. As many researchers have previously noted, the attitude has a large effect on intention behaviour. Companies that are looking to capture the ecological
consumers should look out to these findings and plan their marketing activities opportunistically to increase their revenues and profits.
Organic foods refer to products that are grown naturally or produced by methods that comply
with the standards of organic farming. They are not only environmentally friendly, they are also healthy. Many
people believe organic foods are healthier than conventional food. Today, organic foods have become very
popular and everyone wants to know about their benefits. This paper provides a brief introduction on organic
foods and their pros and cons.
ISBN Publication 3 A Conceptual Study on Marketing Practices, Issues, Chall...Dr UMA K
Dr. UMA K “A Conceptual Study on Marketing Practices, Issues, Challenges and Future Prospectus of Organic Products”, in the Journal of “Infrastructure and Sustainable Development: Issues & Challenges”, in One Day National Conference, organized by Basudev Somani College, Mysuru, in ISBN: 978-81-927970-9-0, held on 19th January, 2018, pp. 97-103.
STUDY ON IMPACTS OF ORGANIC FOOD PRODUCTION TO THE ENVIORNMENT: A CASE OF KAZ...paperpublications3
Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
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Article 1 A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS Dr...Dr UMA K
Dr. UMA. K
Assistant Professor in Commerce
Reference: UMA K (2017) “A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS”, (IJMSRR) International Journal of Management and Social Science Research Review, Peer Reviewed & Indexed Journal, Impact Factor: 4. 695, E- ISSN - 2349-6746, ISSN -2349-6738, Vol-1, Issue – 37, Page No 112-118.
article 1 July -2017 A conceptual study on geen marketing towars organic prod...Educational
Research Paper
Impact Factor: 4. 695
Peer Reviewed & Indexed Journal
IJMSRR
E- ISSN - 2349-6746
ISSN -2349-6738
International Journal of Management and Social Science Research Review, Vol-1, Issue – 37, July -2017 Page 112
A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS
Uma K
A Study on Consumers Behavior towards Organic Food Products in Coimbatore Cityijtsrd
The availability of organic inputs and outputs is crucial for the countrys organic formation to improve. The development of an effective marketing structure is critical for Indias organic production to thrive. This paper was a modest attempt to comprehend consumer behaviour regarding organic products and marketing in the city of Coimbatore. The findings revealed that the majority of consumers, particularly in urban areas, prefer organic food products. Because organic product marketing is so poor in the research area, demand for organic products is increasing but supply is quite low. The main reasons include a lack of organic producers, a lack of suitable market facilities, a lack of outlets, a lack of awareness, and so on. According to the findings, 52 of respondents have a moderate degree of consumer behaviour toward organic food goods, 35 have a high level of consumer behaviour toward organic food products, and 13 have no consumer behaviour toward organic food products. Dr. C S Senthilkumar "A Study on Consumers Behavior towards Organic Food Products in Coimbatore City" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-1 , December 2021, URL: https://www.ijtsrd.com/papers/ijtsrd49134.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/49134/a-study-on-consumers-behavior-towards-organic-food-products-in-coimbatore-city/dr-c-s-senthilkumar
STUDY ON IMPACTS OF ORGANIC FOOD PRODUCTION TO THE ENVIORNMENT: A CASE OF KAZ...paperpublications3
Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
A Study On Health Food: Demand, Supply & Acceptance In Pune City. V3-E12-002ijifr
The main objective of the present study was to find out demand, supply and
acceptance in the Pune city. The research design was descriptive in nature. Data
was collected from different sections of the society. Questionnaire were prepared &
distributed among doctors, engineers, professors, dieticians, workers &
housewives. Pune city from Maharashtra state of India was selected for study.
Seventy nine feedbacks were collected. Random sampling technique was used for
collection of data. Health food was categorized in natural foods, organic food &
whole food. The demand of the health food is increasing day by day because of its
health benefits. Respondents were aware of health food items and health food
vendors in city. Health food has better qualities than regular food. It is widely
accepted by the people in Pune city. Natural food is more consumed by the people
as compared to the organic food, whole food & less fatty food .
Mediating Effects of Intention On The Factors Affecting Organic Food Products...CSCJournals
This study aimed to measure the effect of intention as a mediator in the relationship between internal factors and external factors on consumption. The factors were a) internal factors: knowledge, awareness, health consciousness, product attributes, environmental concern, and b) external factors: subjective norms, perceived behaviour control, and media and advertisement. From the review of literature, there were limited studies done on the mediating effect of intention on the relationship between (internal factor and external factors) and organic food product consumption among CGY in Malaysia. A total of 410 respondents completed the online questionnaires that evaluated the factors. Structural Equation Modelling was used as the main practical approach for data analysis. The results showed that intention was a full or a complete mediator between the six exogenous constructs; knowledge, health consciousness, product attributes, environmental concern, perceived behaviour, and media and advertisement, while it only acted as a partial mediator between subjective norm and consumption. However, the intention was not a full or a complete mediator between awareness and consumption. Eventually, the implications for theory improvement and practices were discussed.
article 6 march 2020 A Study on Perception of Consumers towards Marketing.pdfEducational
Studies in Indian Place Names
(UGC Care Journal)
ISSN: 2394-3114
Vol-40-Issue-60-March-2020
P a g e | 3031 Copyright ⓒ 2020 Authors
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article 9 IJAIR Volume 8, Issue 3 (II) July – September 2021.pdfEducational
STUDY OF ORGANIC FARMERS IN MANDYA DISTRICT
Mrs. Uma. K
International Journal of
Advance and Innovative Research
(Conference Special)
Volume 8, Issue 3 (II)
July – September 2021
ISSN 2394 - 7780
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An Analysis of Socio Economic Background of Organic Farmers: A Study with
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aUma .K,
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Abstract:Study on environmental impact of organic food production to the environment was conducted over the period of four months concentrating exclusively in the Kazi & Kazi Tea Estate Limited (KKTE) in Panchagarh district. The main objective of this study was to make an assessment on environmental impact of organic food production. In order to get qualitative information, data were collected through FGDs and KIIs. Organic food is free of harmful chemicals, tastier and healthier than conventional foods, and can be stored more days than chemical foods. Every one articulated the negative impacts of conventional foods. The role of organic production to the environment is inevitable with positive sign. KKTE is playing great role in raising awareness on environment among the workers and community people through training and supporting hardware. Respondents were mentioned that KKTE is playing great role in environmental conservation by planting trees, organic farming and using renewable energy. Such organic production is offering diverse products in the local to national and international market including vegetables, tea, herbal tea, ghee, honey and sweets. Organic production is releasing less carbon by using nature friendly inputs and renewable energy and promoting for communal uses including solar energy and bio-gas plant. Chemical contaminations from others conventional farming are the main problem for organics. Lack of awareness and training is the main hindrance in popularizing the organic foods. Appropriate policy support, incentives, organic food fair may create greater awareness among the mass people. It is recommended that if the perceived problem could be solved by setting up of more tea processing industries, competitive markets at the grass roots for organic foods, supply of natural gas and resolving problems could accelerate the production of organic food production, organic regulations, policy support, training and advocacy would be the pathway for sustainable development.
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IJMSRR
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A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS
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The availability of organic inputs and outputs is crucial for the countrys organic formation to improve. The development of an effective marketing structure is critical for Indias organic production to thrive. This paper was a modest attempt to comprehend consumer behaviour regarding organic products and marketing in the city of Coimbatore. The findings revealed that the majority of consumers, particularly in urban areas, prefer organic food products. Because organic product marketing is so poor in the research area, demand for organic products is increasing but supply is quite low. The main reasons include a lack of organic producers, a lack of suitable market facilities, a lack of outlets, a lack of awareness, and so on. According to the findings, 52 of respondents have a moderate degree of consumer behaviour toward organic food goods, 35 have a high level of consumer behaviour toward organic food products, and 13 have no consumer behaviour toward organic food products. Dr. C S Senthilkumar "A Study on Consumers Behavior towards Organic Food Products in Coimbatore City" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-1 , December 2021, URL: https://www.ijtsrd.com/papers/ijtsrd49134.pdf Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/49134/a-study-on-consumers-behavior-towards-organic-food-products-in-coimbatore-city/dr-c-s-senthilkumar
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distributed among doctors, engineers, professors, dieticians, workers &
housewives. Pune city from Maharashtra state of India was selected for study.
Seventy nine feedbacks were collected. Random sampling technique was used for
collection of data. Health food was categorized in natural foods, organic food &
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
ISBN publication 2 - A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION INTENTION TOWARDS ORGANIC PRODUCTS 8 11 17.pdf
1. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 1
A EMPIRICAL STUDY ON CONSUMER AWARNESS AND CONSUMPTION
INTENTION TOWARDS ORGANIC PRODUCTS
UMA. K
Assistant Professor & Research Scholar
Pooja Bhagavat Memorial Mahajana Education Centre, Mysuru.
Dr. RECHANNA
Associate professor & Research guide
JSS College for Women, Saraswathipuram , Mysuru.
ABSTRACT:
Through the recent development concern in food security and environmental
protection, the organic food market in India develops fast. Being free of chemical fertilizers,
patricides and preservatives, organic food symbolizes a type of food that can free people from
the threat of food poisoning or any other harmful effects arising from excess or illegal uses of
harmful chemical in food. Consumers are pretty more concerned about the food they
consume. They tend to consume food that is nutritious, healthy, safe and friendly to the
environment and animals. Thus, the green or organic concept is now steadily being spread
among consumers in harmony with the sustainability and conservation of agricultural
development. Green foods refer to foods that are safe for consumption, fine in quality and are
nutritious in meeting the principle of sustainable development. There is an imbalance
between increasing need for organic food and little regulated organic certification system.
This paper focuses on the consumer’s awareness and consumption intention towards organic
foods. Samples of 50 respondents were used in the questionnaire. The results show that there
is a significant difference among the respondents’ awareness towards organic food products
and age, education level, family type and income. The respondents also indicated that green
food is not only about being organic but it also includes the concept of food safety, health
issues, environmental hazard as well as animal welfare. Thus, most of the respondents were
aware of the organic concept which is a strong indicator of consumers’ intention to go green
in organic food consumption.
Key words: Organic consumers, Awareness, Consumption intention, Green food or organic
food, sustainable organic agriculture.
2. A Empirical Study on consumer awareness and consumption intention towards organic products.
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INTRODUCTION:
The consumer market for organic food products in India is still at its early stage of
development and there are many barriers to overcome, related to both supply as well as
demand for organic produce, in order to develop domestic organic food market. Thus, a clear
understanding of what factors influence and motivate the consumers to purchase organic
products in these adolescent markets may help both consumers of organic interest and
marketers of organic food. It may also help the government to design strategies for consumer
education on the benefits of going organic. This study aims at investigating consumers’
awareness towards organically produced food products. The study employs the Frequency
and percentage to identify the most likely gender, age, occupation, education, health,
environmental, convenience price, and family type demographic factors affecting consumers’
purchase decisions towards organic products in the food market place.
Definition of organic food products:
Organic is defined as products grown or processed in accordance with the standards
set out by USDA’s National Organic Program (United States Department of Agriculture,
2002). There is no common definition of “organic” due to the fact that different countries
have different standard for products to be certified “organic”. In simplest words, organic
foods are minimally processed to maintain the integrity of the food without artificial
ingredients, preservatives or irradiation. Organic products are obtained by processes friendly
to the environment, by cultivation techniques that consider both the attributes of the final
product and the production methods (Chinnici et al., 2002).
Organic foods are items that are produced, processed and packaged without using
chemicals including items such as Wheat, rice, maize or corn, Finger millet, ragi, Siri Dhanya
like Foxtail (Navane), Barnyard (Oodalu), Araka (Kodo), Little (Samai) and Brown Top.
Whereas Pearl (Sajje), Finger (Ragi), Proso (Baragu), Great Millet (White Jowar) and Corn
classified as neutral grains, having a little lesser fiber and other nutrients. The millet foods are
considered as miracle grains, that’s why we call them “Siri Dhanya”, millets. Vegetables,
fruit, milk, meat and cotton etc. Generally speaking, Organic meat, poultry, eggs, and dairy
products come from animals that are given no antibiotics or growth hormones. Organic food
is produced without using most conventional pesticides; fertilizers made with synthetic
ingredients or sewage sludge; bioengineering; or ionizing radiation (United States
Department of Agriculture National Organic Program, 2000). More than that, "organic" is not
3. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 3
only a set of harmless agricultural production technique, its ultimate meaning behind is to
respect the nature and life, pay attention to the conservation of the ecology to enhance
environmental quality for future generations. The main reasons that prevent consumers from
buying OF are expensiveness, limited availability, and unsatisfactory quality, lack of trust,
and lack of perceived value and misunderstanding of organic food production processes
(Krystallis, 2002).
Green food consumers are now steadily increasing all over world. Green foods refer
to foods that are safe to be consumed, of fine quality, nutritious, concerned with animal
welfare and are healthy, and which are produced under the principle of sustainable
development (Liu, 2003). Green foods consist of two groups. The first group of green foods
allows for the use of a certain limit of chemicals but the second group refers to organic foods.
Therefore, the first group lays a good foundation to develop the second group. Consumers
consume green foods when their needs and wants for quality, availability, convenience,
performance, and affordability are met and when consumers realize that green foods and
products can help to solve environment problems (Ottman, 1992). Consumers who are
concerned about their health and the environment will most likely have a positive attitude
towards green foods.
Organic consumers: Consumers purchase organic products mainly for the following
reasons: organic products are seen as healthier, more nutritious and safer, no chemicals are
used, organic farming is kinder to the environment, and tastes better than conventional
products. Conversely, the main reasons that prevent consumers from buying organic products
are too expensive, limited availability, unsatisfactory quality, satisfaction with current
purchases, lack of trust, limited choice, and lack of perceived value and lack of
misunderstanding of organic ways of production. Overall, the most important reason for
purchasing and consuming organic products appears to be health concerns, whereas research
conducted on consumers’ environmental concerns as a reason for consuming organic
products are mixed.
Consumer awareness: Consumer awareness is the extent to which a brand is recognized by
potential customers, and is correctly associated with a particular product. Brand recall and
consumer recognition are the two components comprising brand awareness. Brand awareness
is an essential part of brand development, helping the brand stands out from competitors,
since brand awareness play a major role in consumer buying decisions, brand awareness
influences company sales and profits.
4. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 4
Segmentation of organic consumers: Fotopoulos and Krystallis (2002) have segmented
consumers of organic products could be segmented into four groups, according to their
purchasing behavior. They are:
1. Environmental Militants – consumers who associate environmental and ethical values with
organic farming. They are usually middle aged, married with children and deeply concerned
and committed to a greater protection of the environment and a more sustainable usage of
natural resources. They are well informed of the positive environmental impact of organic
agricultural practices. Price and quality are of no importance to them.
2. Traditional- consumers are concerned with flavor and authenticity. They are interested in
products of traditional quality and bear in mind the concept of returning to old farming. Price
is of no importance to them.
3. Dietary – consumers with careful nutritional values. What is of utmost importance to them
is their health. Moreover, they are very influenced by medical research. They search for
therapeutic products with balanced trace elements rather than the true organic ones. Dieters
do not seem to be very well informed.
4. Youthful - these consumers are young, impulsive and interested in their health and physical
condition (fitness). They are modern consumers looking for flavor, quality and pleasure,
concerned with dietary and environmental safety (ecologists).
The other main difficulties faced by the consumers are marketing problems related to
the supply, distribution and promotion of the products that exist. Majority of consumers
consider organic products difficult to find, they cannot easily distinguish these products from
the conventional ones and are not so well informed about the labelling of the product.
Factors Affecting Consumers’ Decision to Purchase Organic Products
Since organic food products are significantly expensive than conventional products,
consumers are willing to pay premium for organically produced foods only when they believe
that organic foods possess preferable values over conventional alternatives. The most
important quality characteristics given attention by consumers are credence values such as
healthiness, environmental friendliness, animal welfare and sensory value (for example taste
and freshness).
Consumer preference for organic food: It depends on their knowledge and perception of
organic aspects associated with health, environment, animal welfare and .Consumer’s trust in
organic certification and label, their experience with organic food and the availability of
organic food are determined by consumer behavior. It is reveled from earlier studies that high
5. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 5
price, lack of information and availability, confusing label and inconvenience of purchasing
are the main hindrances to organic food purchase. Green marketing is one of the major trends
in modern agribusiness. Besides fulfilling consumers‟ wants, needs and desires, it also
preserves the natural environment and provides benefits to society in a more sustainable way
(Welford, 2000). Although, some companies have already adopted green marketing, they
have encountered a number of challenges which includes the variability of demand,
unfavorable consumer perceptions of green products and high costs invested in developing
green products (Gurau et al., 2005). As a result, it is important for the food industries to
understand consumers‟ behavior, level of awareness, perception and intention towards green
food consumption.
LITERATURE REVIEW:
Krystallis, (2002): Food consumption patterns are rapidly changing nowadays as a result of
environmental issues, concern about the nutritional value of food and health issues. Issues
such as quality and safety in food attract consumer interest in organic food that is free from
pesticides and chemical residues.
Von Alvensleben, R. (1998): the concept of "organic food" seems to be well known to many
consumers. To better protect consumers from harmful and fake organic food, knowing the
factors affecting consumers’ consumption of organic products is therefore important.
Through investigation, the profile of buyers and non-buyers of organic products can be
figured out. This can be very critical for designing organic food labeling certification,
improving public health and enhancing the profitability of the food industry.
Hartman, (2002): Hartman initially focused on identifying consumer rationale for buying
organic products. According to Hartman and others in the industry, including the natural
foods retailer Whole Foods Market, consumers state they buy organic foods because of their
superior taste, environmental benefits of organic production systems, and nutrition and health
concerns.
Govindasamy & Italia, 1990: found that consumers purchase organic food products for food
safety reasons and interest in trying new products
Hughner, McDonagh, Prothero, Shultz, & Stanton, 2007: While consumers can test
sensory value of organic produces through looking and tasting, it is impossible for them to
check the credence qualities. Health related values are primitive consumer’s motives to
purchase organic food
6. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 6
Sangkumchaliang & Huang, (2012): Consumer prefers to buy organic food when they
perceive that organic food is free from chemical, artificial fertilizer and addictive.
NEED OF THE STUDY
Some of the Studies have shown that dietary intakes of pesticides can cause symptoms of
headaches, tremor, low energy, anxiety, poor memory, depression, convulsions, dermatitis,
nausea, indigestion and diarrhea. Those women with breast cancer test six to nine times more
likely to have a pesticide called hexachlorobenzene or DDT in their bloodstreams compared
to women who did not have breast cancer. Research shows that eating the “cheap”
conventional foods is contributing to these high numbers of obesity. It is only going to get
higher with the convenience and affordability of fast food and highly processed foods.so, the
aim of the study is to gain awareness about Indian consumers' demographic characteristics,
attitudes, health consciousness, and environmental concerns. It will give organic food
marketers a direction to improve the marketing strategies of their products. If organic food is
consumed by more consumers, society can greatly benefit from a public and global health
perspective. This results in a favorable situation benefiting the consumers, manufacturers as
well as the whole society.
OBJECTIVES OF THE STUDY:
1. To study the consumers awareness towards organic products.
2. To analyze the consumer perception and consumption intention towards organic products.
METHODOLOGY OF THE STUDY:
Research Design: Descriptive method is used for the purpose of conducting research. Data
is gathered from organic products consumers on the basis of convenience sampling method
for the purpose of the study. The proposed research requires both primary and secondary
data. The primary data is collected through the structured questionnaire. The secondary data
is collected from different published sources such as magazines, research articles, books and
selected websites.
Sampling Design: In the present study, convenience sampling method has been used. The
questionnaire has been administered on 50 respondents. They are professionals, students,
government employees, private employee, self-employed/entrepreneur, not-employed,
housewives, businessmen and illiterates of Mysuru city. For analysis of data frequency table
and percentage method have been used with the help of Microsoft Excel.
1. Demographic profile of the respondents (n = 50)
7. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 7
Particular Sub-Category Frequency %
Gender
Age
Male 24 48
Female 26 52
Total 100 100
20-24 20 40
25-29 7 14
30-34 6 12
35 and above 17 34
Total 50 100
Qualification
Matriculation 15 30.0
pre-university 5 10.0
graduate 15 30.0
post graduate & above 13 26.0
illiterate 2 4.0
Total 50 100.0
Occupation
students 14 28.0
Government Employee 3 6.0
Private Employee 18 36.0
Self
Employed/Entrepreneur
7 14.0
Not Employed 1 2.0
Housewife 7 14.0
Total 50 100
Income
below 50000 29 58.0
50000-150000 10 20.0
150001-250000 2 4.0
250001-350000 5 10.0
above 350000 4 8.0
Total 50 100
Marital status
Married 31 62.0
Unmarried 19 38.0
Total 50 100
Family type
Joint Family 11 22.0
Nuclear Family 39 78.0
Total 50 100
No of dependents
No dependents 14 28.0
one 6 12.0
Two 15 30.0
Three 8 16.0
More than 3 7 14.0
Total 50 100
Source: Field Survey
Demographic information A descriptive analysis is use to describe the population and the
results of the socio-demographic profile of the respondents of this study. The data values
such as the demographic profiles include gender, age, education qualification, occupation,
income, marital status, family type, & no of dependents all of which are analyzed using a
descriptive analysis. 1) In this study the total sample taken is 50, in that most of the
8. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 8
respondents are females 26 (52%) as compared to male 24 (48%). 2) The largest numbers of
respondents from 50 consumers the age of 20-24, were 20 (40%), 35 and above were 17
(34%), 25-29 were (14%), and 30-34 were 6(12%). 3) The qualification of respondents
among 50 consumers, 15 (30%) were matriculation and Graduate completed consumer, 15
(30%), post graduate is 13(26%) & above consumers, were pre-university consumer were 5
(10%) and Illiterate were 2(4%). 4) The occupation of respondents among 50 consumers,
private employees were 18 (36%), students were 14 (28%), self-employed /entrepreneur &
Housewife’s were, 7 (14%), government employee were 3 (6%) and not employed were 1
(2%). 5) The income of respondents among 50 consumers, below 50,000 incomes were 29
(58%), 50000-150000 income were 10 (20%), 250001-350000 income were 5 (10%), above
350000 income were 4 (8%), and 150001-250000 income were 2 (4%). 6) The marital status
of respondents among 50 consumers, 31 (62%) were married consumer and 19 (38%) were
unmarried consumers. 7) The family type of respondents among 50 consumers, 39 (78%)
were from nuclear family and 11 (22%) were joint family consumers. 8) The number of
dependents of respondents among 50 consumers -15 (30%) number of dependents is two, No
dependents were 14 (28%), number of dependents is three were 8 (16%), more than 3 were
7(14%).
2. Consumers Awareness, Perception and Consumption Intention towards Organic
Products
Particular Sub-Category Frequency %
1. Are you aware of the
term organic products?
Yes 40 80.0
No 10 20.0
Total 50 100
2. You prefer organic or
non –organic products?
Organic products 27 54.0
Non organic products 23 46.0
Total 50 100
3. What type of organic
food do you purchase?
Produce 2 4.0
processed foods 7 14.0
fruits 17 34.0
meats, eggs, poultry, seafood 10 20.0
vegetables 14 28.0
Total 50 100
4. How did you first hear
about organic products?
Advertisement 12 24.0
Magazine 6 12.0
newspaper 8 16.0
Internet 7 14.0
Friends 17 34.0
Total 50 100
5. Where do you usually
generic supermarket/ retailer 19 38.0
organic/ health store 14 28.0
9. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 9
buy organic products? online 2 4.0
producer/farmers 9 18.0
others 6 12.0
Total 50 100
6. How long have you
been interested in organic
products?
more than 3 years 18 36.0
1- 3 years 13 26.0
6-12 months 7 14.0
0-6 months 9 18.0
Non users 3 6.0
Total 50 100
7. What is main reason
that makes you willing to
pay for organic products?
Enhance a quality of life 26 52.0
environmental protection &
responsibility
9 18.0
potential increase of product value 5 10.0
getting high level satisfaction 10 20.0
Total 50 100
8. What is primary
consumption purpose of
organic products?
health purpose 41 82.0
better taste 5 10.0
trail purpose 4 8.0
Total 50 100
9. What prevent
consumers to buy organic
products?
Limited availability 19 38.0
unsatisfied quality 1 2.0
lack of trust 4 8.0
limited choice 7 14.0
high price 13 26.0
Lack of misunderstanding of way of
production
2 4.0
lack of information about
certification and assurance
4 8.0
Total 50 100
10. What makes you
satisfied for using organic
products?
health conciseness 24 48
taste 4 8.0
hygienic 8 16.0
peace of mind 5 10.0
no side effects 7 14.0
quality 2 4.0
Total 50 100
(Source: Field Survey)
The awareness of the term “Organic product” of respondents among 50 consumers, 40 (80%)
were aware of the term “Organic product” and 10 (20%) were not aware of the term “Organic
product”. 2) Among them 27(54%) were prefer to buy organic products, and the remaining
23(46 %) were prefer to buy Non organic products. 3) From the organic products the
consumer prefer to buy more Fruits 17 (34%), vegetables 14 (28%), meats, eggs, poultry and
seafood were 10 (20%), Processed foods were 7 (14%) and other produce 2(4%). 4) They
hear about organic food products first from friends 17(34%), from Advertisements 12 (24 %),
10. A Empirical Study on consumer awareness and consumption intention towards organic products.
ISBN: 978-81-935319-2-1 Page 10
from newspapers 8(16%), From Internet 7(14%), and Magazines 6 (12%). 5) They prefer to
buy organic products from Generic/super markets and retailers 19 (38%), from organic and
health store centers 14(28%), from producers and farmers 9(18%), from others 6(12%), and
from online 2(4%). 6) They are interested in buying organic products since more than 3 years
were 18(36%), from 1-3 years were 13 (26%), and from 0-6 months were 9 (18%), from 6-
12 months were 7 (14%), from 0-6 months were 9 (18%), and consumers never interested in
buying organic are 3 (6%). 7) The main reason to that makes consumers willing to pay more
for organic products because, it enhances a quality of life 26 (52%), some of them says
getting high level satisfaction 10 (20%), 9 (18%) were says it is about environmental
protection and responsibility, 5(10%) of them were says it increases the potential of products
value. 8) The study highlights the main purpose of buying organic products, around 41(82 %)
were says because of health purpose, 5 (10%) of them says for better taste, and 4 (8%) of
them says for trail purpose. 9) The study found the reasons that consumer prevent to buy
organic products were around 19 (38%) were feels there is limited availability of organic
products, 13(26%) were feels that the cost is high, and 7(14%) were says there is limited
choice in organic products, 4 (8%) of them feels that they won’t trust organic, 1 (2%) of them
were says they were unsatisfied with the quality of organic products. 10) The study finds
consumers are highly satisfied by using organic products because it is health consciousness
says 24 (48 %), it is hygienic says 8 (16%) , it has no side effects says 7 (14%), it is taste
says 4 (8%), it gives peace of mind says 5 (10%), and 2 (4%) says it has quality.
Findings: From 50 consumers 80% aware of organic products, from that 54% prefer to buy
organic products and a greater number of consumers 34% like to buy fruits and vegetables.
More number of consumers hears about organic from friends. And most of them prefer to buy
organic food from supermarket and retail shops. Most of them are interested buy organic
foods from 3 years. Study says it enhance the quality of life of the consumers. The main
purpose of consumption of organic is health. Most of the consumers prevent to buy organic
because of irregular availability of products. The customers satisfied with organic products
because it is health consciousness. The findings also indicate that the majority of the
consumers had the intention to purchase organic foods in the near future. Demographic
variables such as education level, income and family type have a strong relationship with the
consumers‟ intention to purchase green foods. Consumers who have higher education levels
are more intent on purchasing green foods. This is due to the fact that they are more aware of
the advantages of consuming green foods such as the health and nutrition aspects as well as
11. A Empirical Study on consumer awareness and consumption intention towards organic products.
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the fact that there is little or no use of chemicals, they are safer, environmentally friendly and
are concerned about animal welfare issues. Higher income consumers‟ also have a higher
intention to purchase green foods in the near future because the price of green foods is 10 to
50% higher than the conventional foods. Thus, organic food producers should develop their
marketing strategies to target middle- and high-income consumers who can afford to
purchase organic foods at the agreed prices.
Recommendations:
1. In the city of Mysuru there is low awareness among people but they are keen to know
about organic food. We can create awareness among people through exhibitions, fairs and
promotions of organic products.
2. To overcome the difficulty of unavailability and high cost of organic inputs, it can be
distributed at subsidized rates through agriculture department.
3. Organic food is creating brand loyalty among their customers if the companies will provide
the products in somewhat same price range of inorganic products for customer benefit.
4. The products are certified with USDA (United States Department of Agriculture) as it
bonds a trust of product with consumers so it is necessary to highlight this feature.
5. Company should introduce number of stores to provide facility to customer and provide
services like home delivery for the convenience for customers.
6. The Indian organic food consumer, producers and retailers needs education. Many
consumers are unaware of the difference between natural and organic food. Many people
purchase products labeled as Natural thinking that they are organic.
CONCLUSION: Thus, understanding consumer’s awareness and intention towards organic
food consumption is very important organic food industry or food marketer, especially as the
food they produce is critical for food safety, environmental products and healthy products.
The key marketer action points for creating affective commitment among regular buyers
include better price competitiveness with conventional food through negotiation with
farmers, personalized attention, regular availability, organic choices in more food categories,
keeping an exclusive section with prime display in diversified food supermarkets and service
reliability primarily through trained and knowledgeable sales people. Experts think high price
and limited availability are primarily responsible in limiting more usage of organic food by
regular buyers.
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