Emerging Trends in Sustainability of Organic Farming and its Impact on Purchase Intention - a Review & Research Agenda

The farming of organic product is a unique practice which balances the environmental sustainability and also controls the detrimental effect both on customer’s safety by creating a positive notion in the minds of the customers. The study is basically related to growing of Organic farm products and its influence towards customer attitude which leads to purchase intention. This Research has considered certain variables such as Health Concern, Perceived Behavioural Control, perception of customers, Subjective Norms and Environmental Concern as the antecedents of purchase intention. The objective of literature review is to assess the sustainability factor of organic farm products both in India and abroad and also to identify the impact on customers buying behaviour along with exploring the demand factor in present and future scenario and identifying the customer’s attitude and environmental concern. This literature review is developed by using the secondary data collected from exhaustive literature, review of journals and internet. The study is limited to organic farm products and customers attitude leading to purchase intention