Environmental Concern and Health Consciousness towards Buying Behaviour of

Organic Food

INTRODUCTION

THE HISTORY AND EVOLUTION OF ORGANIC FOODS

Organic food is a niche market with sustained growth over last few years, which is grabbing
the attention of researchers, food companies, and the agriculture department. In 2003 the
Organic Trade Association reported over 10.4 billion dollars sales, with a growth of 20.4%.
There was rapid growth both consumer and producer demand (K. Gifford and J.C. Bernard,
2005). Interest in organic food has developed remarkably as consumers and marketers revert
to famous media about health and environmental effects of pesticides, genetically-modified
organisms, and food safety. This continuous evolution of attitudes toward the influence of the
food we eat has not been adequately occupied in most of the published literature about food-
purchasing behaviour. Naturally, the growing popularity of organic foods a multi-billion
dollar global industry with accelerating growth raises important questions of interest to
governments, growers, distributors, retailers, industry planners, and marketers (Rene´e Shaw
Hughner, 2007). In current years the interest towards organic food production and buying
behaviour has boost up among both consumer and academics. The organic sector is expected
to flourish powerfully in the future. Recently the number of studies of organic food buying
behaviour had also increased. According to the studies we could find there is a positive
attitudes and interest of the organic food producer and the consumers who are purchasing the
organic food regularly (Anssi Tarkiainen Sanna Sundqvist, 2005). The constitutes of organic
production is an approach to agriculture which is in concern with the ecosystem which
includes, for example avoiding artificial pesticides and fertilizers, paying great attention to
animal welfare and also allowing only natural additives in food processing. This study
investigates self-reported buying behaviour analyzing spending on organic food (P. Kriwy
and R.-A. Mecking, 2011). The purchase of organic food is motivated by belief about
healthiness and good taste of these products as well as by beliefs about benefits for the
environment. Purchases of organic foods are motivated by both by expected positive
consequences for the self and for others. In qualitative studies advice that consumers
sometimes disclose feelings of good conscience and feelings of responsibility for the well-
being of one’s family with organic food purchase decisions (A. Arvola et al., 2008). Different
studies have provided evidence that consumer consider the appreciate characteristics of food
to be the most important factors in their choice of food. It appears that non-sensory attributes
of foods are becoming progressively important; with the most remarkable are the absence of
food additives, preservatives and residues, nutritional value and how the food are produced.
Concerns for one’s health and for the environment are the two most commonly stated motives
for purchasing organic foods with personal health being more important than concerns for the
environment (M.K. Magnusson et al., 2003). Interest in organically produced food is
increasing throughout the world in response to concerns about conventional agricultural
practices, food safety and human health concerns, animal welfare consideration and concern
about the environment. To describe certain class of organic consumers, namely
environmentalists, food phobic’s, healthy eaters, humanists and welfare enthusiasts and
hedonists (E.K. Yiridoe et al., 2005). The food habits and dietary patterns of the consumers
are changing. Today consumers are extra informed about health and nutrition, ask further
questions and consider greater concerns about food quality and safety than in the past
decades. Information of environmental degradation and health risks associated with pesticide
use has made food safety a priority issue on the public policy agenda (Chung L. Huang,
1995). Many studies have investigated the linkage between diet and life threatening diseases.
As a result those studies generated awareness among people and helped them to comprehend
the term “healthy” or “unhealthy” eating and also unveiled the social cognitive factors such
as people’s attitudes, beliefs and intentions toward eating a healthy diet. The role of social
and cognitive factors has also drawn special intentions towards of psychologists (Abdullah
Al-Swidi, 2014). Food consumption patterns are rapidly changing nowadays as a result of
environmental issues, concern about the nutritional value of food and health issues. Issues
such as quality and safety in food attract consumer interest and affect buying behaviour.
Research on consumer preferences and demand for organics is increasingly attracting
academic interest (Efthimia Tsakiridou, 2007).
ORGANIC FOOD MARKET IN WORLD

Since 15 years, the market of organic products has expanded in multiple. Organic food sales
in 2015 at global level had a appraisal of 81.6 billion US$ become by 10%, with the greatest
expansion in the North American market, whichever accounts for higher than moderate than
the appraisal of international sales of these foods. In 2012, organic food sales in the
integrated Europe had an appraisal of 22.8 billion Euros and in North America 24.1 billion
Euros. Organic food manufacturing is implement by 2.4 million manufacturer in 179
countries everywhere the world. In spite of, most of the sales take place in Europe and North
America. In circumstances of regional marketing, North America is the greatest market, with
an appraisal of 39.5 billion Euros, succeeded by Europe and Asia, ranking third with a
appraisal of 6.2 billion Euros. Countries with the biggest organic food market are the United
States, with a comprised of 35.8 billion Euros, succeeded by Germany with 8.6 billion Euros,
France and China. The dominant market compartments of organic products on the world
market are: fruits and vegetables, bread and cereals, beverages, milk and meat. At global
level, organic grain manufacturing has an extended expansion track, embracing an area of 3.3
million hectares. The greatest organic grain manufacturing catching apartment on the
European continent, where the commanding category of grain are: wheat, corn, rice, barley,
oats, rye, sorghum, millet, triticale and buckwheat. World leaders in the manufacturing of
organic grain are China and the United States. In 2014, wheat had the biggest share in the
markets of Lithuania and Romania. Of 11.6 million hectares under organic crops throughout
Europe, grains are the most important crops with a share of 1.9 million. Organic food
consumptions and sales both continuously grew at a healthy rate, the global revenues
collapsing 50 billion U.S. dollar obstacle for the first time in 2008. Presently the organic
survey determine, the global sales over take 50.9 billion US dollars, increasing in monetary
worth from 25 billion US dollars in 2003. The maximum expansion is developing in North
America where twin digit expansion has been developing since over a decade. Consumer
interest leftover floating in another region, despite the fact part of countries has been
concerned by the economic downturn. The financial emergency has had a refusal strike on
the global market considering organic products. Various countries progress into
unemployment in the following factor of 2008, decreasing consumer expenditure. The
acknowledgement influence has also decreased investment into the organic product business,
with the current business and new competitors incapable to finances employment
improvement. A degradation in new product discharge and new employment commence ups
has been recognized after all. Preliminary research found that conclusive expansion maintain
in 2009 in persecute of the impoverished economic humidity. Greater market expansion rates
are anticipated from 2010 forward as the global economy maintains to get back from the
financial emergency. Most expansion is familiar in Europe where countries are gradually
anticipated out of inflation. Organic manufacture organizations are established on definite
and particular requirement of manufacture, agro following the leading, painless to continue in
conclusion of collective, environmental and economic. Organic is an identified describe that
evidence commodity manufactured down organic manufacture fundamental and approved by
a lawfully establish body or authority in this observed. The essential determination of organic
agriculture is to develop the health and capacity of collective association of soil, plants,
animals and humans. In 2010, the abstinent with the greatest accomplished area of organic
Australia/ Oceania, over 12.1 million ha up to 299,884 hectares in 2005, succeed by Europe
with 10.0 million hectares to 3.08 hectares in expand correlated to 2005, Latin America 8.39
million ha to 2.58 million hectares up to 2005, Asia reduce by 2.7 million hectares to
115,281 hectares in 2005, North America 2.6 million ha up to 453,399 hectares in 2005 and
Africa about 1.07 million ha up 185,325 hectares correlated to 2005. Global sales of organic
products and potable become in an increased movement, embracing 63 billion USD in 2011.
The advertised develop more three bend among 2000 and 2011, from 17.9 billion USD to 63
billion USD embracing. The organic application is complete in North America and Europe;
these two countries constitute 96% of the global revenues. The European organic products
and potation market is the greatest and better complicated in the world, appraised at 28 billion
USD in 2010. Sales of organic commodity and potation in North America advance to
develop, retail sales were appraised at 17.3 billion USD in 2006, 23 billion USD in 2008,
26.3 billion USD in 2009, and in 2010 come to 28.6 billion USD. Asian advertises in 2006,
distribute sales were everywhere 780 million USD, and in 2009 come to about 1 billion USD.
Latin America is a considerable manufacturer and exporters of organic goods, anyhow
domestic business are creation to gradually expand. Approximately all organic products
manufacture in Africa is for the export business. As organic product manufacture maintain to
push up beyond the globe, little category are familiar to participation completed manufacture.
Organic food and drink global sales are development at an accelerated rate, with sales
encompassing 33 billion US Dollars in 2005. Organic counsellor forecast sales to surround 40
billion US Dollars in 2006. Despite manufacture is currently appearing beyond the globe,
application remainder complete in Europe and North America. The two countries are
distinguish below supply in behalf of manufacture within these commerce section is not
competition application. Thus huge numbers of imports are landing in from other countries.
Manufacture in the establishing world is increasing at a much rapid rate than that in the
industrial regions. For example, the number of organic farmland has expanded in triple digits
in Africa, Asia and Latin America considering 2000, whereas double digit improvement has
been recognized in other countries. Application for organic commodity largely appears from
prosperous regions. Customers with little of the highest insubstantial income are the greatest
wasters on organic products. Absolutely six of the G7 regions comprise 84 percent of global
revenues. This inequality bounded by manufacture and expenditure of organic products puts
the business in a possibly delicate position. An immersion in demand from Europe and / or
North America would have a extensive concussion on global manufacture of organic
products. The business could give up determination as export advertises close, generate over
supply and organic products appraise to drop. Organic products manufacturer in countries
like Asia, Africa and Latin America are considered to develop into less conditional on
exports and expand constitutional markets for their commodity manufacture. Customers can
also assistance by having approach to provincially manufacture organic products. Such
leadership would safeguard the global organic product business regions to go from stability to
stability.

REFERENCES
1. Gifford, K., Bernard, J. C., Toensmeyer, U. C., & Bacon, J. R. (2005). An experimental
investigation of willingness to pay for non-GM and organic food products (No. 378-2016-
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2. Tsakiridou, E., Tsioumanis, A., Papastefanou, G., & Mattas, K. (2007). Consumers'
acceptance and willingness to buy GM food. Journal of Food Products Marketing, 13(2), 69-
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3. Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff,
M. (2014). The role of subjective norms in theory of planned behavior in the context of
organic food consumption. British Food Journal, 116(10), 1561-1580.
4. Huang, C. L., & Fu, J. (1995). Conjoint analysis of consumer preferences and evaluations
of a processed meat. Journal of International Food & Agribusiness Marketing, 7(1), 35-53.
5. Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer
perceptions and preference toward organic versus conventionally produced foods: A review
and update of the literature. Renewable agriculture and food systems, 20(4), 193-205.
6. Magnusson, M. K., Arvola, A., Hursti, U. K. K., Åberg, L., & Sjödén, P. O. (2003). Choice
of organic foods is related to perceived consequences for human health and to
environmentally friendly behaviour. Appetite, 40(2), 109-117.
7. Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., & Shepherd,
R. (2008). Predicting intentions to purchase organic food: The role of affective and moral
attitudes in the Theory of Planned Behaviour. Appetite, 50(2-3), 443-454.
8. Kriwy, P., & Mecking, R. A. (2012). Health and environmental consciousness, costs of
behaviour and the purchase of organic food. International Journal of Consumer
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Finnish consumers in buying organic food. British food journal, 107(11), 808-822.
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12. Sahota, A. (2009). The global market for organic food & drink. The world of organic
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ORGANIC FOOD MARKET IN EUROPE

The organic food industry in Europe is a lucrative market, with a retail sales value of 29.8
billion euros in 2015. While the well-established Western European market experienced
growth of 5.4% between 2015 and 2016, Eastern European sales are catching up with a
growth rate of 8.8% in the same period. Germany is the leading market for organic
products in Europe with a 11.4% share of global organic sales, followed by France with 7.3
%.

Even though sales are booming, the state of organic production is yet to catch up with
demand: organic farmland as a proportion of all farmland area rarely exceeds 15 percent in
the majority of countries. Similarly, organic meat production is only a miniscule share of
overall livestock, particularly in the case of pork at only 0.6 percent. Nevertheless, organic
crop production in Europe is centered around cereals while permanent crops are
predominantly made up of olives and grapes. 

Although Germany has the largest market for organic food, the highest levels of per capita
consumption can be found in Switzerland and the Nordic countries. European consumers
have high levels of awareness for organic claims at 61 percent, with a further 11 percent
actively seeking such products. Furthermore, increasing numbers are buying more organic
food and drink products, with a relatively equal proportion willing to pay a premium for an
organic claim. Avenues for purchase tend to be general retailers or specialized organic
retailers, while the appeal of various products differs between countries: the United Kingdom
has the largest market for organic fish, for instance, whereas organic confectionery
launches are concentrated in Germany.
ORGANIC FOOD MARKET IN AMERICA

American organic food & beverage market is large and expected to reach USD 320.5 billion
by 2025, according to a new report by Grand View Research, including growing popularity of
non-GMO products among consumers, owing to the health benefits associated with their
consumption, is expected to drive the demand over the forecast period.

Fruits and vegetables dominated the global organic food market accounted for over 37% of
revenue share in 2015. Furthermore, increasing consumption of meat and poultry products
resulted in the fastest growth of the segment and is expected to grow substantially at a CAGR
of 13% over the forecast period.

Non-dairy beverages such as rice, soymilk, and oat beverages accounted for over 33% of the
total share of organic beverages market in 2015. However, beer and wine is projected to grow
substantially at a CAGR of 13.5% over the forecast period owing to increasing global
economic conditions and high consumption of a broad range of flavoured beverages.

ORGANIC FOOD MARKET IN ASIA

Asia is showing some of the highest growth in the global organic food market. Ecovia
Intelligence (formerly Organic Monitor) shows that some Asian country markets are
reporting double-digit growth rates, with regional sales poised to reach US $10 billion in the
coming years.

As will be shown at the Asia-Pacific edition of the Sustainable Foods Summit, two of the
fastest growing markets for organic products are in China and India. Growing awareness of
organic production methods and rising disposable incomes are fuelling demand for organic &
sustainable foods.

Concerns about food safety & quality appear to be the main motive for consumer purchases
in Asia. The Chinese market has expanded significantly in the last decade partly because of
the high incidence of food scares, such as rotten meat, sewage oil, and contaminated beef and
pork. The melamine scandal – which involved dairy products and infant formula adulterated
with the industrial chemical – has had most impact. China now has the largest market for
organic infant formula products in the world, worth about US $200 million. The Indian
market is also showing accelerated growth. Like China, a burgeoning middle-class is willing
to pay a premium for organic foods perceived to be healthier and safer than conventional
foods. The announcement by the Indian government last week of a common organic logo and
domestic regulation is expected to boost consumer confidence in organic products. India
already has the highest number of organic producers in the world, 585,000. In 2016, a major
milestone was reached when Sikkim became the first 100% organic state in Asia. High
growth in the Asian organic products market is attracting investment. Inner Mongolia
Shengmu High-Tech Dairy Company, the largest organic dairy company in China, became
publicly listed in 2014. The leading organic food enterprise in India, Sresta Natural
Bioproducts, is partly owned by the investment firms Peepul Capital and Ventureast. It sells
over 200 organic products under the Mantra Organic brand in its domestic market, as well as
exports to international markets.Ecovia Intelligence expects more such investment in the
coming years. North America, the region with the premier organic products market, has seen
many dedicated organic & natural food companies ‘swallowed up’ by large enterprises.
Whole Foods Market was bought by Amazon for US $13.7 billion earlier this year. Prior to
that, the multinational Danone acquired Whitewave Foods for a similar fee. In a bid to
become one of the most sustainable companies in the world, Unilever purchased Pukka Herbs
(UK) and Mae Terra (Brazil) a few weeks ago. With the regional organic products market
poised to show high growth, Asian companies could be hot pickings for investors and large
food companies.

ORGANIC FOOD MARKET IN INDIA

India organic markets are largely spread across the food and beverages, health and wellness,
beauty and personal care and textile industries. The highest growth which has been observed
in the organic food segment, followed by textile, beauty and personal care. Currently Indian
domestic market is estimated at INR40,000 million which is likely to increase by INR
100,000 million — INR 120,000 million by 2020 with a similar increase in exports. Organic
packaged food and beverages is an emerging in niche market in India and its primary
consumers are high-income urbanites. The total market size for organic packaged food in
India in 2016 was INR533 million, growing at 17% over 2015, and is expected to reach
INR871 million by 2021. India’s exports of organic products increased by 17% between
2015-16 and 2016-17-3 In India, the majority of the demand comes from tier 1 cities.
Companies are witnessing notable growth as demand from metro cities increase with the
entry of several new players in the organic food market such as Conscious Foods, Sresta, Eco
Farms, Organic India, Navdanya and Morarka Organic Foods to name a few. Organic India
manufactures, processes and markets certified organic, herbal and Ayurveda products.
Organic India was founded in 1997 in Lucknow. Organic India is engaged with more than
1,000 marginal farmers in several clusters of around 2.4 million ha in Uttar Pradesh, Andhra
Pradesh, and Rajasthan. They grow, fruits and vegetables, spices and herbs such as Tulsi, to
produce a host of herbal supplements, medicines, spices, edible oils and other food products.
The company has set up various retail outlets throughout the country. These have contributed
significantly to the company’s turnover. Additionally, the company earns 40% of its revenue
from domestic sales whereas close to 60% of its revenue is generated from exports to 35-40
countries including the USA, Australia, Israel, United Kingdom (UK), Germany and many
other European nations.

SOME MAJOR PLAYERS OF ORGANIC FOOD IN INDIA

● Suminter India Organics Private Limited

● Farm2Kitchen

● Organic tattwa

● Pride of cows

● Organic garden

● Organic harvest

● Mygreenkart

● Nature Bio-Foods Limited

● Organic India Private Limited

● Sresta Natural Bio products Pvt.Ltd.

● Phalada Agro Research Foundations Pvt. Ltd.

● Mehrotra Consumer Products Pvt. Ltd.

● Morarka Organic Foods Pvt. Ltd.

● Nature Pearls Pvt. Ltd.

● Conscious Food Private Limited

●Nourish Organics Foods Pvt., Ltd.

RESEARCH GAP AND PROBLEM IDENTIFICATION

After studying all the research papers, question or problem which has not been answered
appropriately in given field of study are firstly “trust in buying behaviour of organic food “as
we have studied various research papers, in most of papers researcher they put more focus on
attitude factor in buying behaviour of organic food excluding the trust factor in buying
behaviour of organic food. Trust plays a significant role while entering into a transaction.
Trust is a variable which facilitates relationships to evolve and change over time. Trust is
psychological state comprising the intention to accept vulnerability based on positive
expectations of the intentions or behaviour of another. Secondly, question or problem which
has not been answered appropriately in given field of study is that in most of papers
researchers they have only cover hypermarkets and supermarkets but none of them have
cover small retail stores. Without a presence in retail stores, businesses rarely achieve the
high level of exposure or widespread product distribution that retail stores offer. Unlike a
large chain, where decisions about what products to stock are made through a lengthy and
bureaucratic process, the local shop owner hears directly from customers about what they
want and gets it in store. Fulfilling customer needs through taking special orders and bringing
in unique products is one way to make the small shop a go-to place for customers looking for
something special. The personal service also contributes to costumer’s loyalty and increases
word-of-mouth promotion of the business. Since the different store formats have also very
different characteristics (e.g. price level and number of products), it is likely that also the
consumer’s buying behaviour differs between different stores

PROBLEMS
  Firstly, this study concerned only processed and packed organic food, therefore the
results cannot be expected to explain consumer behaviour for all organically produced
products.
 Secondly, we won’t consider every segment like we are going to collect data from
only faculties and people outside university we are not consider lovely professional
university students as our part of research ,therefore the results cannot be expected to
explain every segment consumer behaviour while making purchasing decision.

Objectives of the study

 To study the antecedents of buying behaviour of organic food.

 To study the role of health consciousness and environmental concern in buying behaviour
of organic food.
 To check the relationship among factors influencing the buying behaviour of organic
food.

Review of Literature

In this paper writer Lydia and David has present Organic and local food consumer behaviour:
Alphabet Theory. Under this research semi-structured interviews are conducted to understand
why consumers buy organic and local foods. In this research Value- belief -Norm (VBN) and
Attitude- Behaviour-Context (ABC) theory was used. Findings show that organic food
shoppers in particular are motivated by values, beliefs, norms. However, all these interviews
infer that habit of people, their knowledge towards organic foods and information seeking are
also an important factors to understand why consumer choose organic food. (2010)Zepeda,
L., & Deal, D. (2009).In this paper writer Jyoti and Justin present consumer behaviour and
purchase intention for organic food , in this they discuss the factors which affect the change
in the consumer behaviour towards organic food by draw out findings from various studies
directed in different countries and analyze those factors and provide suggestions for future
research and they find that health-conscious consumers show a growing preference for
organic food over the conventionally grown food .This shift in the attitude of the modern
consumers is greatly influenced by the rising incidence of lifestyle diseases, such as heart
disorders and depression. The need to purchase organic food to improve the quality of life
will have huge inference for the retail, distribution and marketing functions of business.
(Rana, J., & Paul, J.,2017).In this paper a questionnaire was designed it was concerned with
attitudes and behaviour towards organic foods, environmentally friendly behaviour, and
perceived consequences of organic food choice in terms of health of the human, the
environment and animal welfare. Self reported buying of organic foods was most strongly
related to recognize benefit for human health. Execution of environmentally friendly
behaviour such as abstain from car driving was also a good alert of buying frequency. The
outcome indicate that egoistic aims are better than alert of the purchase of organic foods than
are self denyingaims.(Chen, M. F. 2007).The main objective of this paper is testing the theory
of planned behaviour of buying organic food. The relationship between subjective norms,
attitudes and intentions of buying organic food was studied by putting structural equation
modelling. It is involves the organic food buying context, role of subjective norms is different
from original theory of planned behaviour. Main motive is to research is consumer behaviour,
organic foods and linear structure equation modelling and Finland.(Arvola, A., Vassallo, M.,
Dean, M., Lampila, P., Saba, A., Lähteenmäki, L., & Shepherd, R.,2008).The main focus of
this paper is to identify consumer’s attitudes and behaviour towards organic products. This
paper produces on a non possibility share sample of 660 respondents to search the attitudes
and behaviour of consumers towards organic food products. The discovering is consumer
seemed to be informed about environmental and health problems. They search for instruction
about the nutritional value of food and desire more products free from chemical residues.
Tsakiridou, E., Boutsouki, C., Zotos, Y., &Mattas, K. (2008).In this paper writer Arvola,
Vassalo, Dean, Lampila, Saba, Lähteenmäki, Shepherd has examined the usefulness of
integrating measures and moral attitudes in purchase intentions of organic foods.
Questionnaire data was gathered in 3 countries Italy, Finland, UK total 672 where asked to
fill the questions which focused on purchase intention of organic apples and ready to cook
pizza, the result varied between countries (Arvola, A., Vassallo, M., Dean, M., Lampila, P.,
Saba, A., Lähteenmäki, L., & Shepherd, R. 2008).In this paper writer Hsu and Chen has done
a study at 2013 on consumer attitude and purchase intension toward organic food, hypotheses
has developed and subjected to empirical verification using a survey, results from Taiwan
was reasonable support for the hypotheses. The findings from the analysis of variance
confirm that the occurrence of a regulatory fit leads to a more positive attitude and a greater
intention to purchase organic food than when no regulatory fit occurs (Hsu, S. Y., Chang, C.
C., & Lin, T. T. 2016).In this paper writer Magnussona, Arvolaa, Hurstia, Abergb, Sjo¨de´na
has done a study to the attitude of consumer while buying organic food. Questionnaire was
mailed to the consumer nationwide in Swedish citizens aged 18-65 years out of which 58%
responded. The results indicate that egoistic motives are better predictors for purchase of
organic foods by the consumers (Jose, H., &Kuriakose, V. 2016).

In this paper writer Biao and Liyuan has present consumer perceptions and attitudes of
organic food products in Eastern China. Mixed (quantitative and qualitative ) market surveys
approach were used to provide a potentially deeper insight into consumers perspective and
help to get a better picture of the complex factors involved , this research help organic food
industry in China to expand its market and improve its profitability and reliability. According
to this paper main thing which set going people towards organic food is health and safety and
main thing which fence people from buying organic food is lack of knowledge. (Xie, B.,
Wang, L., Yang, H., Wang, Y., & Zhang, M. 2015).Under this research M.G. McEachern and
P. McClean examine Organic purchasing motivations and attitudes: are they ethical? Despite
the increased substantiation of consumers’ purchases of organic food products, the
motivations for such purchases are relatively under-researched. An individual’s choice of
food products can be linked clearly to ethical stances, but ethical choices can also vary from
individual to individual, from industry to industry and among countries. This paper examine
the degree to which ethical beliefs influence Scottish consumer perceptions, beliefs, attitudes
and purchasing decisions, with regard to organic dairy products. Consumer purchasing
motivations are revealed as being self-interest- centered, rather than being unselfish.
Therefore, to achieve future market development, organic dairy producers cannot rely upon
the minority of hardcore green consumers to sustain growth, but must aim to modify
perceptions and attitudes of larger consumer segments by implementing educational
marketing campaigns that strengthen the ethical, environmental and societal benefits of
organic production. (McEachern, M. G., &Mcclean, P., 2002).

In this research paper Dawn, Craig, Jennifer summarize much of the author’s research on
preferences of consumer’s buying organic food in the context of a theoretical model
regarding product and source choice. A particular focus is how local source and product
badge may connect with recognizes private and public good proportion of such choices. In
addition, present a newly developed analysis of willingness to pay (WTP). (Michaelidou, N.,
& Hassan, L. M., 2008).In this study writer Zepeda and deal has done a study on why
consumers buy organic food. The findings are that environmentally significant behaviour,
various theories has been used in the study to find out the result which actually motivates the
consumers to buy organic food. It was also found that the knowledge and habits are also
important that why consumer chooses organic food (Zepeda, L., & Deal, D. 2009).In this
paperNasir and Fahri has done a research on consumers of Europe that what motivates them
to purchase organic food. The results indicate that socially responsible consumption, health
orientation, utilitarian, and hedonic consumption patterns are significant predictors of
intention to purchase organic foods and consumption while controlling for demographical
variables. In addition, environmental responsibility acts as a moderating factor in the
relationship between socially responsible consumption behaviour and intention to purchase
(Nasir, V. A., &Karakaya, F. 2014).
Under this research author Katie and John presents research on Influencing consumer
purchase likelihood of organic food. Organic food is a fast-growing niche market in the US.
Information in the marketplace tends to promote organic by reporting either the likely
benefits from organic methods or the likely negative consequences of conventional
agriculture. For this research, a survey was designed to test the effect of positive and negative
framing on the self-reported change in purchase likelihood of organic food. Respondents
were asked to directly evaluate whether the information in the survey made them more or less
likely to purchase organic food, or if there was no change. Over 40% of the respondents
reported greater likelihood of purchasing organic as a result of the survey information, and
less than 4% said they would be less likely to buy it. To bit regression results revealed that
positive framing and perceived risk from standard agricultural methods increased the
influence of the survey. African-Americans and those with more preceding knowledge of
organic methods reported less impact from the survey. Overall, information and knowledge
variables had more effect on the impact of the survey than demographic variables.Gifford, K.,
&Bernard, J. C. (2006).In this paper writer Basha, Mason, Shamsudin, Iqbal, Salem has done
a study to identify what actually motivates consumers to turn towards organic food which
includes environmental concern, health concern and lifestyle, product quality and subject
norms. The study also shows that quality of products, environmental and health concern
which motivate for organic foods (Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H.
I., & Salem, M. A. 2015).In this paper writer Chen and Lobo has done a study on consumers
of urban China which influence them to purchase organic food, various theory where used in
this study and the data was collected in two stages from online 200 and 960 paper based
response where collected from four major cities in China. The finding revealed that
purchasing decision depend upon product, regulatory and lifestyle (Chen, J., & Lobo, A.
2012).In this paper writer Cook, Kerr and More has done a study which reveals the nature,
strength and relative importance which influence the intentions of the consumer which
motivated them to purchase genetically modified (GM) food. Survey questions were
developed using focus groups, 266 surveys were conducted in the study at Canterbury, New
Zealand. Findings were self-identity, attitude, and subjective norm and so on. Determinants
were distinguished in terms of their relationships with age, gender, prior behaviours (Cook,
A. J., Kerr, G. N., & Moore, K. 2002).In this paper writer Magnusson, Arvola and Hursti has
done study on Swedish consumer in purchasing intension for organic food like milk, bread,
meat etc. a total of 2000 responses were collected from age group of 18-65 ages out of which
only 56% of them have responded. 13% stated that they regularly purchase organic milk.
Main intention of consumer was the good taste and least was the organically produced
(Magnusson, M. K., Arvola, A., KoivistoHursti, U. K., Åberg, L., &Sjödén, P. O. 2001)In
this paper Makatouni has done research on people of UK that what motivate them to buy
organic food? The main objective of the paper is to identify belief with respect of organic
food of parents who buy organic food who organic food and who do not buy organic food.
This paper includes total 40 laddering interviews, participants where mainly parents of
children age group 4-12 who were responsible to buy food for their family. Both laddering
and focus interview have generated certain hypotheses that were tested through quantitative
phase of the project (Makatouni, A. 2002).In this paper Michaelidouand Hassan has
examines the roles of health consciousness, food safety concern and ethical self-identity in
predicting attitude and purchase intention within the context of organic produce. A
conceptual model is derived and tested via structural equation modelling. Findings indicate
food safety as the most important predictor of attitude while health consciousness appears to
be the least important motive in contrast to findings from some previous research. In addition,
ethical self-identity is found to predict both attitudes and intention to purchase organic
produce, emphasizing that respondent’s identification with ethical issues affects their attitude
and subsequent consumption choices (Michaelidou, N., & Hassan, L. M. 2008).

In this paper writer Ramabalak and Govind has present study to investigate the consumer’s
intention to purchase organic food in the context of a developing nation like India using the
theory of Planned Behaviour. Responses were collected from 220 young consumers adopting
convenience sampling approach. The study has supported the incorporation of new constructs
in the TPB as it has improved the predictive power of the proposed framework in determining
consumer’s intention to purchase organic food.(Yadav, R., &Pathak, G. S. ,2016).Under this
research author K.D.L.R Kapuge presents determinants of organic food buying behaviour
special reference to organic food purchase intention of Sri Lankan customers. For decades Sri
Lankans are experiencing many non-communicable diseases and health problems, since they
were away from traditional food habits and traditional agriculture win through in ancient Sri
Lanka which was based on organic integral. Value of organic food beholds differently and
many customers demonstrate slow buying behaviour and stay back from real purchasing
decisions. This research aims to examine the impact of health consciousness, environment
concern, reference group influence and awareness on purchase intention of organic food.
Data gathered through a survey questionnaire from 400 individuals from Western Province of
Sri Lanka. A Multiple Linear Regression Model was used to assess the degrees of impact
from each individual determinant on purchase intention. Extending organic food
consumption is a sound and sustainable solution for the environmental and health problems
prevails in Sri Lanka at present. Research findings underscore the existing body of
knowledge about element of purchase intention of organic food. (Kapuge, K. D. L. R. 2016). 

In this paper writer Gracia and Magistris has done a study on the factors that influence
organic food purchases of urban consumers in south of Italy which is done by data collected
from 200 consumers in Naples in 2003. Survey indicated that consumers are willing to buy
larger amount of these products which totally depends on the knowledge about the product
and consumer income (De Magistris, T., &Gracia, A.2008).In this paper writer Asif, Xuhui,
Nasiri, Ayyub has done a study on Pakistan, Turkey and Iran on purchase intention of organic
food. Total of 271 responses from Pakistan, 245 from Turkey and 220 from Iran using
structural equation modelling, result vary from country to country, but attitude and health are
found to be better predictor organic food purchase intention. Study also guides the policy
makers of the country to organic farming (Asif, M., Xuhui, W., Nasiri, A., &Ayyub, S.
2018).In this paper writer Hughner, McDonagh, Prothero, Shultz and Stanton has done a
study on rationales used by consumers while deciding to purchase organic food. Where the
consumer are not homogeneous in demographics, The organic and broader food industries
must have better understand the variety of motivations, perceptions, attitudes consumers hold
regarding organic foods and their consumption. If their own long-term interests, as well as
those of other stakeholders of food marketing, are to be best served (Hughner, R. S.,
McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. 2007).In this paper writer Krystallis
and Chryssohoidis has mainly done the study on two main questions consumer willing to pay
for organic food? Willing to pay vary for different product? Consumers were approached
during shopping for organic food at retail outlet. It was found from the study that consumers
WTP differ in according to the product (Krystallis, A., &Chryssohoidis, G. 2005).
This research paper by Kriwy and Rebecca examines environmental and health
consciousness, as well as behavioural costs and the effects on the purchase of organic
products. The consumption of organic food is an investment in individual health. The survey
conducted in three German cities in 2006 using self-administered questionnaires (n = 521)
does not investigate willingness to pay but rather self-reported behaviour. The results of the
reverting using the Heckman correction show that income does not affect the regularity of
organic food consumption but that it does influence individual expenditure on organic food.
Furthermore, there is an inverted u-shaped relation between age and the purchase of organic
products. Although health consciousness has a stronger association with organic food
consumption than doe’s environmental concern, the interaction between behavioural costs
and health or environmental consciousness shows no effect. Thus, the low-cost hypothesis is
not supported(Kriwy, P., &Mecking, R. A., 2012).The main motive of this research was to
examine the result of health consciousness, environmental concern and food safety concern
on two of the intention to purchase organic foods and the reaction towards organic foods, and
the effect of reaction towards organic foods on the intention to purchase the organic foods. It
also has motive to find whether attitude has a mediation effect on the relationship between
the intention to purchase and health consciousness, environmental concern and food safety
concern. Data were collected by doing a survey from the consumer. The discovering
suggested that the attitude and the intention to purchase were concern by health
consciousness, environmental concern and food safety concern. This research is helpful to fill
the space in the literature concerning the mediation effect of the attitude on the relationship
among the intention to purchase and food safety concern.Hughner, R. S., McDonagh, P.,
Prothero, A., Shultz, C. J., & Stanton, J. (2007).This paper deals with the environmental and
health consciousness, behavioural costs and effectiveness on purchase of organic products.
The consumption of organic products is invested in individual health. The low cost
hypothesis takes the environmental attitudes and behavioural costs in a account and it is
applied to organic food consumption. The survey was done in three German cities using self
administered questionnaires. Health consciousness has a stronger association with organic
food consumption than does by environmental concern, behavioural costs and health or
environmental consciousness shows no effect so low cost hypothesis is not considered.
(Tarkiainen, A., &Sundqvist, S.,2005).The paper survey the main character of health
consciousness, food safety concern and ethical self identity in alerting attitude and buying
intention concern for organic produce. A conceptual model is obtain and trial via structural
equation modelling. Discovering shows food safety as the almost main alert of reaction while
health consciousness seems to be the minimum important aim in difference to discovering
from some preceding research. The right minded self recognition is found to alert each
attitudes and intention to buy organic produce, highlighting that respondent’s identification
with right minded problem affects their attitude and eventually consumption
choices,Verbeke, W. (2000).Food consumption trend in India is rapidly changing from
unprocessed unrefined low quality of food products to processed, packaged unrefined
products. The main motive of this paper is finding the factors that lead to purchase of
processed food. This research was done in three cities of Punjab. Research revealed that
external influence, health and brand consciousness and quality are the major factors that
influence people to eat processed cereal food.(Kaur, I., & Singh, S. ,2014).Demand for
organic food has increase globally, disputes has rises for organic food whether it is more
nutritious, safer, and better for the environment. Many consumer have a question whether
organic food taste different and specifically the price is premium or not and does it taste
better. Using sensory analysis trained panellists and testing consumer, the research was done
whether the organic food tastes better could be substantiated. Study found organic juice is
better than orange juice, there were no differences between organic and conventional milk,
and each product should be treated separately before a claim is made.Zhao, X., Chambers IV,
E., Matta, Z., Loughin, T. M., & Carey, E. E. (2007).In this paper Huang, C. L. has done a
study which has two equation bivariate probit model which was formulated to analysis
consumer preferences and attitudes in organically grown produce. The results was that
consumer who are nutritionally conscious, are concerned towards the use of pesticides,
wanting to produce tested for freedom from the residues which would have higher propensity
to bring organically grown produce. Some potential buyers, customer who are white, better
educated, have huge families are most likely than others to tolerate sensory defects. It is
important to test and certification, sensory qualities and pricing would help to enhance the
marketing potential of organically grown produce (Huang, C. L. 1996).).In this research
paper FyotiRana has done a research with an objective for the study to understand the
behaviour of ecological consumers and their intention to purchase organic food. The study
also aims to determine the factors influencing consumer behaviour towards organic food.
Method used for data collection was face to face interview by using structured questionnaire,
463 respondents participated in the survey. It was found that proper education about organic
food has influenced people to buy organic food (Paul, J., &Rana, J. 2012).In this paper Yeon
Kim, H., & Chung, J. E. has done a study which basically deals with understanding the
behaviour of ecological consumers and intention to purchase organic food. The main aim is
to determine the factor influencing consumer behaviour regarding organic food. Method used
was face to face interview, using structured questionnaire, it was decided to use various
analyses like multiple regressions, factor analysis and cluster analysis with large sample size.
The result was health, education from demographic factor positively influence the
consumer’s attitude towards purchasing organic food. The objective was ecological
awareness, consumer purchasing behaviour, consumer satisfaction (Yeon Kim, H., & Chung,
J. E. 2011).

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REFERNCE of paper after 19th