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Factors Influencing the Purchase Intention and Actual Purchase behaviour of Organic Food in Urban India

Author

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  • Rajvaidya RALSTON

    (K J. Somaiya Institute of Management and Research, Mumbai, India)

  • Wankhede ABHA

    (K J. Somaiya Institute of Management and Research, Mumbai, India)

Abstract

Considering the promising growth of Organic Food in the Asia region, this paper attempts to identify and understand the factors influencing the Purchase Intention and Actual Purchase of Organic Food in the Indian Urban market. The research was done starting with an extensive literature review followed by conducting a survey by administrating a structured questionnaire in the city of Mumbai. Empirical results reinforced the findings of few earlier studies of the countries of the emerging economies and challenged a few. The results indicate that Health, Environment friendly processes and Quality are the primary factors influencing the Purchase Intentions of the customers, however when it comes to Actual purchase the factor of the product being produced through environmentally friendly process is not influencing the consideration of the customer. Further research can be undertaken to identify the factors which will build the confidence and trust of the customer regarding adherence to environmentally friendly processes for production of organic food. This will help the marketers to convert the Purchase intention of the customers to Actual Purchase.

Suggested Citation

  • Rajvaidya RALSTON & Wankhede ABHA, 2018. "Factors Influencing the Purchase Intention and Actual Purchase behaviour of Organic Food in Urban India," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 29-37.
    • Handle: RePEc:ddj:fseeai:y:2018:i:3:p:29-37
    DOI: https://doi.org/10.26397/eai1584040914
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    References listed on IDEAS

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    1. Vishal Kumar Laheri & Purushottam Kumar Arya, 2015. "A Study on Consumer Decision towards Purchase of Organic Food Products: A Case Study of Delhi," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 6(2), pages 84-87, May.
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