Factors Influencing Purchase of Organic Food Products in Karnataka: A Study on Household Panel Data

Abstract

Organic food is becoming increasingly popular in many developing nations. It is of importance to food manufacturers and sellers to learn what factors influence the purchase and consumption of organic foods. Most of what has been learned about organic food in the past has come from interviews and surveys of consumers, which have typically focused on their past or projected behavior. Unfortunately, these metrics may be skewed in some way. The purpose of this investigation was, therefore, to identify the factors that influence actual purchases of organic foods and to contrast them with the factors that influence attitudes toward organic foods. All of the food purchases made by N = 500 household women purchasers in Karnataka state. Organic food purchase information was linked to survey responses about consumer preferences for various aspects of food. Findings from the study corroborated the existence of a gap between consumer beliefs and actions in the organic food industry. Even yet, the structural equation models showed that organic food attitudes and purchases were driven by the same factors, although with different relative importance. 'Naturalness and healthiness' and 'environmental protection' were the two most important drives in both models. The desire for "good quality food and enjoyment of eating," as well as a preference for "local and domestic food," were also important positive predictors, whereas "price consciousness" and "convenience oriented" were major negative determinants. Implications for future survey research on organic food and suggestions for organic food producers and marketers are included in the final section of the report.