Organic Food and Customers' Perception: A Qualitative Study

Health perception, environmental concern, perceived quality, price sensitivity, and social influence are the five main variables that this research intends to examine in order to understand consumer behaviour towards organic food in the Kingdom of Saudi Arabia. A qualitative methodology was used in the study, which involved eleven semi-structured interviews with a varied set of Saudi Arabian individuals. The data was analysed using thematic analysis, which consists of three steps: initial coding, topic creation, and theme finalisation. Organic food customers value the absence of synthetic chemicals and disease prevention, according to the paper findings. Organic food’ better taste, freshness, and nutritional content boost their attractiveness. However, high price sensitivity prevents wider adoption. Social influences including peer recommendations, digital endorsements, and family traditions can shape consumer behaviour. This study illuminates Saudi Arabian consumers’ complex organic food preferences, which has ramifications for marketers, regulators, and public health advocates. By addressing affordability issues and using social media, stakeholders may encourage organic food consumption and a healthier, more sustainable Saudi food culture. The research also advances consumer psychology, environmental sociology, and marketing theories.