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Attitude and behaviour of consumers towards organic food: an exploratory study in India

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  • Saloni Mehra
  • P.A. Ratna

Abstract

The organic food sector is growing significantly and surmounted growth is being witnessed from tier 1 and tier 2 cities in India, indicating huge acceptance among the masses. The study provides insights into identifying the factors influencing the attitude and behaviour of consumers for organic food, which is currently gaining momentum in tier 2 cities in India. Six significant factors were found to influence the attitude towards organic food. They were perception towards organic food, health consciousness, product information, value for money, accessibility and trust. The demographic factors seemed to affect the attitude towards organic food, while they did not explain the actual buying behaviour. The paper attempts to provide evidence on the relatively under-researched area of attitude and behaviour towards organic food in the growing cities in India.

Suggested Citation

  • Saloni Mehra & P.A. Ratna, 2014. "Attitude and behaviour of consumers towards organic food: an exploratory study in India," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 7(6), pages 677-699.
    • Handle: RePEc:ids:ijbexc:v:7:y:2014:i:6:p:677-699
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