2025, Vol. 6, Issue 2, Part K
Understanding consumer perception and the driving forces behind organic food choices: An empirical study
Author(s): Santosh Chavan and SB Akash
Abstract: This research examines why Tier-2 Indian city Belagavi residents purchase organic food. This is due to a paucity of semi-urban market research. Concern for health, the environment, and perceived obstacles are some of the topics studied using SEM and TPB. We got data from 160 people and checked it with Exploratory Factor Analysis and reliability tests (Cronbach's α > 0.80; AVE > 0.50). The model accurately explained the situation (R² = 0.798), with perceived hurdles (β = 0.710), consumer awareness (β = 0.334), and health consciousness (β = 0.052) significantly impacting purchase intention. Despite projections, environmental concern did not significantly impact (β = -0.177, p = 0.985). There seems to be a mismatch between people's spending and their environmental beliefs. These findings highlight the importance of health- and information-based arguments, as well as easy access to organic food. This research has crucial implications for marketers and governments looking to develop the organic economy beyond cities. It also sets the stage for more study in comparable semi-urban areas, looking at things like consumer psychology, market access, and how to make policies.
DOI: 10.22271/27084515.2025.v6.i2k.780
Pages: 961-970 | Views: 89 | Downloads: 19
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How to cite this article:
Santosh Chavan, SB Akash. Understanding consumer perception and the driving forces behind organic food choices: An empirical study. Asian J Manage Commerce 2025;6(2):961-970. DOI: 10.22271/27084515.2025.v6.i2k.780
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