A Study on Purchase Intention and Behaviour of Consumers Towards Organic Food

Organic food is becoming a hand old name, especially in urban India and metro cities. As people are becoming health conscious, the need and demand for organic food are increasing. The study is a humble effort to study people’s behavior and their intention to buy organic food. The study also aims to identify various factors that impact consumer behaviour with respect to organic food. The paper is the result of collecting data from more than 900 respondents through a structured questionnaire and face-to-face interviews. Various tools such as regression, cluster analysis, and factor analysis were employed in the study. The study should help various stakeholders in the organic food industry like the manufacturers and sellers to make effective marketing and promotional strategies and to take positive steps toward improving their business. The paper can also act as a positive awareness among the general public about organic food, which might also add value to the promotion of organic food across the country.