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

The organic foods are perceived as more nutritious, healthy, and nature-friendly than conventional food. Consumers, therefore, are switching over to organic food products and are willing to pay a premium price. The purpose of this study is to examine the factors influencing the consumers' actual buying behaviour towards organic foods. For this purpose, a survey data were collected from 611 Indian consumers through a structured questionnaire. The data were analysed using various techniques like factor analysis, independent t-test, ANOVA multiple linear regression, and hierarchical multiple regression analysis. Results have confirmed four factors (health consciousness, knowledge, subjective norms, and price) that influence the consumer attitude towards organic food products. However, purchase intention towards organic foods is affected by these four factors along with one additional factor (i.e., availability). The results show that these five factors also influence the actual buying behaviour but attitude and purchase intention mediates the relationship. Further, socio-demographic factors (age, education and income) also found to have an impact on actual buying behaviour. This study provides a better understanding of consumers' attitude, purchase intention and actual buying behaviour towards organic food products. The findings have implications for companies of the organic food industry, retailers and market regulatory agencies. The study also provides guidelines and suggestions for retailers and marketers who are dealing with the organic foods and aim at expanding the organic food market.