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A Study on Consumer Decision towards Purchase of Organic Food Products: A Case Study of Delhi

Author

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  • Vishal Kumar Laheri

    (Doctoral Student, Faculty of Management Studies, University of Delhi, India.)

  • Purushottam Kumar Arya

    (Doctoral Student, Faculty of Management Studies, University of Delhi, India.)

Abstract

Traditional marketing concept imparts that the products were made to be sold to the customers, whereas the modern marketing practices emphasize on identifying the needs of the customers and then starts the manufacturing process. However, the current marketing concepts extend towards satisfying the needs of the customers without causing any environmental degradation. Now-a-days customers are expected to minimise environmental degradation through their consumption habits. Our study has selected Organic food products for studying the decision of consumers towards their consuming habits. At the first stage, we conducted an in-depth interview of the manufacturer of Organic food products in Delhi, and later on we conducted a survey for 45 respondents across different Organic food products stores in Delhi. The results revealed various facilitators and barriers affecting the purchase of Organic food products. In addition, the level of awareness of consumers was analysed through this survey.

Suggested Citation

  • 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.
    • Handle: RePEc:aii:ijcmss:v:6:y:2015:i:2:p:84-87
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    References listed on IDEAS

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    1. Lynne, Gary D. & Franklin Casey, C. & Hodges, Alan & Rahmani, Mohammed, 1995. "Conservation technology adoption decisions and the theory of planned behavior," Journal of Economic Psychology, Elsevier, vol. 16(4), pages 581-598, December.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Grunert, Suzanne C. & Juhl, Hans Jorn, 1995. "Values, environmental attitudes, and buying of organic foods," Journal of Economic Psychology, Elsevier, vol. 16(1), pages 39-62, March.
    4. John Thøgersen, 2005. "How May Consumer Policy Empower Consumers for Sustainable Lifestyles?," Journal of Consumer Policy, Springer, vol. 28(2), pages 143-177, June.
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    Cited by:

    1. 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.

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