A Survey on “Consumer Perceptions and Purchase Behavior of Youths towards Organic Food Products in Karnataka”
Author : Prathibha S Bhat, Jyothi Acharya and Sumalatha PJ
Abstract :
Organic food product is an agricultural product that avoids the application of fertilizers, pesticides. The objective of the study is to understand of consumers’ perceptions and purchase behavior of youths towards Organic food products. Consumer perception is influenced by various factors such as price, health consciousness, knowledge level, availability and environmental concern. Data was collected through questionnaire through online mode. Total 251 respondents are responded to the questionnaire. It shows that majority of respondents are aware of organic food products. The results indicate a significant positive relationship between price, consumer knowledge, health consciousness, availability and environmental consciousness and the purchase behavior of organic food. Perceived food quality has mediating effect on the link between environmental consciousness and organic food purchase intention.
Keywords :
Organic food, consumer perception, consumer intention, purchase behavior
