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Healthy Food through Health Care Segment in the Emerging Market of India: A Two Decade Review of the Attitude of Organic Food Consumers

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  • Imrana Khan

    (DAV Centenary College, Faridabad)

  • Rajni Tuteja

    (DAV Centenary College, Faridabad)

Abstract

The primary goal of this research is to comprehend the factors that have caused Indian consumers' attitudes regarding organic food to change and the characteristics of consumers in shaping those attitudes. The study aims to identify different consumer segments based on consumers' characteristics to help producers and marketers develop suitable marketing strategies to promote organic foods. The study is gleaned from secondary data that was gathered from many research papers that examined various facets of consumer behaviour in relation to organic foods. The analysis revealed Health care to be most important driving motivator affecting the purchase of organic products. Organic food acceptance can be boosted by pleading with consumers' well-being and offering health-related information. In this direction, the health care segment can be viewed as a viable market by organic food producers and vendors for the promotion of organic foods. The study examines the most critical motivators driving organic food purchasing decisions to assist marketers in developing appropriate marketing strategies for its promotion.

Suggested Citation

  • Imrana Khan & Rajni Tuteja, 2022. "Healthy Food through Health Care Segment in the Emerging Market of India: A Two Decade Review of the Attitude of Organic Food Consumers," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 25(2), pages 91-98.
    • Handle: RePEc:boh:actaub:v:25:y:2022:i:2:p:91-98
    DOI: 10.32725/acta.2022.011
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    References listed on IDEAS

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    1. Rana, Jyoti & Paul, Justin, 2017. "Consumer behavior and purchase intention for organic food: A review and research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 157-165.
    2. Sangkumchaliang, Parichard & Huang, Wen-Chi, 2012. "Consumers’ Perceptions and Attitudes of Organic Food Products in Northern Thailand," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(01), pages 1-16, February.
    3. Gunjan Gumber & Jyoti Rana, 2021. "Who buys organic food? Understanding different types of consumers," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1935084-193, January.
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