Understanding the role of Trust & Health factors on consumers Organic Food Choice in

Bangalore
Dr.Madhavaiah. C.
MBA., M.Phil., Ph.D.,
Assistant Professor, Department of Management, Pondicherry University
Karaikal Campus, Nehru Nagar, KARAIKAL - 609 605
Mobile: 089037 65947, E-mail:drcmadhavaiah@gmail.com
Shashikiran.L*
MBA, UGC NET. (Ph.D),
Doctoral Research Scholar , Department of Management, Pondicherry University
Karaikal Campus, Nehru Nagar, KARAIKAL - 609 605
Mobile: 9742822000, Email: shashikiranl@gmail.com
*
Corresponding Author

The current study aims to understand the role of Trust & Health factors in consumers' organic
food choice. A data was collected through questionnaire from the representative sample of
228 organic consumers in Bangalore City. A conceptual model was designed and tested using
structural equation modeling. The relations between Trust, Health Factors, attitudes and
consumers organic food choice were studied by estimating a structural equation model.
Findings indicate that the respondents have more positive attitude on food safety and are a
major factor for choosing organic food, while health consciousness scores less importance in
choosing organic food. In addition, ethical self identity is found to influence attitude and
purchase intention to choose organic food emphasizing that respondents identification with
ethical issues affects their attitudes and subsequent consumption choices.
Keywords: Organic Foods, Health Consciousness, Trust, Food Safety, Structural Equation
Modeling, Attitudes and Intentions.