PURCHASE INTENTION OF CUSTOMERS TOWARDS ORGANIC FOOD PRODUCTS : MOVEMENT TOWARDS GREEN ENVIRONMENT

Rationale: The demand for environmentally friendly products like organic foods has significantly increased because of increasing awareness on health, food safety and concern for environment. So the rationale for carrying out this research is that, however good the product is but it could be successful only when there is adequate support given by the public by blooming acceptance of products. In short, concern for the environment could come only from well-educated and well-informed informed people who are aware of, and fully devoted to their rights to a quality, health, safety and environment. Therefore to study consumer’s attitude and purchase intention towards organic-food products, thus moving towards green environment was the main agenda of this study.Design/Methodology/Approach: The data is collected through self-administered questionnaire. The sample size for the study was 140 respondents. Analysis has been done by using, Descriptive Analysis, ANOVA followed by Multivariate technique like Factor Analysis.Findings: Factors for having positive attitude and purchase intention are Health, Safety, Trust, Status, Economic Condition, Environment etc. but it is followed by only those people who are well-educated. Some People are not intended to purchase it because of the product’s expensiveness.Research Limitations: A key limitation of the study is sampling frame & Size.Research Implications: Awareness creation and more influence towards purchase intention of organic food products can be created. Thus one step ahead movement towards green environment