An Exploratory Study on Consumers’ Purchase Intentions toward Organic Food Products

The concept of Organic food is not new, it has been in the existence for a very long time, even for that matter many researchers have rightly claimed that the organic food has been the integral part of our life.In the last eight to ten years the importance of organic food and its utility is gaining the momentum, as awareness towards organic food has increased immensely especially in tier-01 city, and slowly in tier -02 cities.The notion behind this study to identify various factors that serves as a influencer for igniting purchase intention towards organic food (products).The focal point of the study is to evaluate nexus between purchase intention and purchase attributes such as Availability, Price Premium, Trust Factors, Relative Utility Factor & Social media influence.A close ended questionnaire was created and subsequently distributed among consumers among 320, out of which 284 responses were positively collected.The data were tested with the help of Exploratory factor analysis using SPSS 25.The result reveal that all the considered attributes such as Availability, Price Premium, Trust Factors, Relative Utility Factor & Social media influence had a significant impacts in igniting purchase intention for organic food.