Consumer Involvement and Purchase Pattern of Organic Food Products in Chennai City

Individual customer behavior and their subjective involvement in the transaction reveal how they see the identification of product needs, the ‎risk of the purchase, the values of the product, perceived status, and product satisfaction. This study's primary goal is to determine how ‎customer involvement affects the way that people buy organic food items. Using the purposive sampling technique, the researcher gathered ‎‎614 samples. To evaluate the hypotheses, the researcher used structural equation modeling, confirmatory factor analysis, and linear multiple ‎regression analysis. Customer involvement in the purchase of organic food goods is not a unique phenomenon; rather, it is a result of a mix ‎of five key criteria, including the product demands of the customer and the risk associated with making the purchase. The study also found that ‎consumers of organic food goods are highly motivated to participate in the organic food product buying process due to the perceived ‎prestige and product value‎.