Impact of Determinants on the Digital Acquisition Tendencies of Organic Food Commodities

This study explores the factors influencing online purchase intentions for organic food products, a segment of growing interest due to increasing consumer awareness about health and environmental sustainability. As digital marketplaces expand, understanding the drivers behind online purchasing of organic foods is crucial for retailers and marketers aiming to cater to health-conscious and environmentally aware consumers. Key factors such as consumer trust, perceived quality, price sensitivity, availability of information, and environmental concerns are investigated to understand their roles in shaping online buying behaviours.Material and Methods: A stratified random sampling method was employed, with 400 questionnaires initially distributed and 310 valid responses used for analysis after filtering out 90 biased responses. Data were collected through a structured questionnaire, which was validated through a pilot study, showing a high reliability with a Cronbach’s alpha exceeding 0.08. Factor analysis was the primary analytical tool, identifying and extracting relevant variables. The analysis utilized the Kaiser-Meyer-Olkin (KMO) measure for sampling adequacy and Bartlett’s Test of Sphericity to assess the correlation matrix. Varimax rotation was applied to clarify the factor structure.Results: Factor analysis revealed six significant factors such as; subjective norms, online purchase intention, playfulness, behavioural intention, enjoyment, and perceived ease of use explaining 79.263% of the variance in online purchase intention. The KMO value of 0.879 and the significant Bartlett’s Test result (p = 0.000) confirm the data's suitability for factor analysis. Varimax rotation effectively clarified the factor structure, with major contributors such as Subjective Norms and Online Purchase Intention highlighted as crucial for shaping online buying decisions. The findings provide valuable insights for optimizing online marketing strategies for organic food products.