Madras Agric. J.

, 100 (Special Issue): 85-89, May 2013

Proceedings of the First Agricultural Graduate Student Conference 2013
on Food Safety and Food Security, May 2-3, 2013,
SPGS, TNAU, Coimbatore

Attitude and Buying Behaviour of Consumers

Towards Organic Foods

V. Sakthirama1*, R. Venkatram2, S.D. Sivakumar2

1, 2
Department of Agricultural and Rural Management,
Coimbatore-641003

Growing environmental issues along with more concern for safer foods have led people to criticize
modern agriculture. Consumers have become more apprehensive about the nutrition, health,
and quality food they eat. The main objective of this study was to measure attitude and buying
behaviour of consumers towards organic foods. The attitude was measured by developing an
attitude scale. The buying behaviour was analyzed based on demographic characteristics, product
attributes, purchase frequency and the perceived value of organic foods by consumers. Probit
model was used to analyze factors influencing purchase of organic food by consumers. The
study showed that the respondents had positive attitude towards organic foods and the regular
consumers were purchase the organic food regularly and frequently. The higher literacy, financial
status and the nearness of the store were the major contributing factors identified in regular
organic food purchase. The regular consumers had bought more fresh fruits and vegetables.

Key words: organic products, consumer attitude, consumer behaviour, purchasing pattern.

Globally the preferences for organically produced
food are increasing which result in increase the
demand of organic foods (De Haen, 1999). Organic
food is often seen and marketed as healthy food,
which contains fewer contaminants, more nutrients
and most importantly having a positive effect on the
environment. The reasons behind the preferences
of organic food differ between people to people. In
order to promote organically produced products,
a cohesive marketing strategy is needed which
depends on a better and fuller understanding of
food consumers (Hutchins and Greenhalgh, 1997).
These preferences arouse mainly from the changes
in lifestyle of consumers who perceive some lacunae
in the newer methods of food production and their
safety for consumption. In many countries, research
on consumer perceptions, beliefs, attitudes and
purchasing practices of organically produced food
has been done extensively, (Williams and Hammitt,
2000; Jolly et al, 1989; Huang, 1996) in USA,
(Wright, 1997) U.K, (Hack, 1993) Netherland, (Von
Alvensleben, 1998) Germany and (Saunders, 1999)
in New Zealand, while very limited research has been
done in India (Chakrabarti, 2010).
Several studies show that consumers perceived
organic food as a healthier alternative to conventional
foods in that they contain more nutrients (Lea and
Worsley, 2005) which enhance personal well being
(Williams and Hammit, 2001). Organic produce is
also considered safer (Padel and Foster, 2005)
more tasty than conventional products (Davis et al.,
1995). Consumers purchased organic food mainly
for health reasons, in view of being better for the
children because of lower pesticides and fertilizer
*Corresponding author email: sakthirama@gmail.com
residues (Davies et al., 1995). Also the trend towards
increased consumption of organic food can be
linked to a broader concern about environmental
issues (Sparks and Shepherd, 1992). An interview
conducted by Hay (1989) discovered that organic
foods were perceived to be better quality, better
tasting, healthier, more nutritious but less appealing
than conventional products to those who had and
who had not purchased organic foods.
Ethical and moral reasons for buying organic food
are also apparent in other studies (Worcester, 2000).
Ample evidence has been provided that one’s religion
influence consumer’s attitude and behavior in general
(Pettinger et al., 2004), and food purchasing decisions
and eating habits in particular (Blackwell et al., 2001).
Consumer attitudes and beliefs regarding the
potential risks and benefits associated with specific
foods are likely to represent potentially influential
determinants of consumer food choices (Verbeke et
al., 2005). Such attitudes and beliefs may be formed
as a consequence of personal experience with specific
foods (Fischer and De Vries, 2008). These may result
from consumers interpreting external information or
events associated with specific foods or categories of
foods (De Jonge et al., 2007). Information about the
merits of particular food or food production methods
may result in the development of positive consumer
attitudes and increase the likelihood of consumers
accepting these foods (Siegrist, et al., 2008).
In India, though the organic food market is a
niche segment, over the last decade there has been
a remarkable increase in demand for organic food
products. Many retail outlets were established in the
major cities of India exclusively for organic products.
86
Enhanced income coupled with awareness about
better health and more concern about environment
friendly and safety products, has led to a growing
appreciation for organic products among the Indian
consumers (Chakrabarti, 2010). Chakrabarti and
Baisya (2007 and 2009) studied purchase motivation
and attitude of organic food buyers of India and
inferred that Indians are attached with organic food
and motivated to purchase of organic food due to
health, nutrition, taste and the need to look after
unwell people. In the highlight of past studies on
organic food purchase by consumers, this study was
undertaken to analyze the attitude, buying behavior
and identify factors influencing purchase of organic
food by urban consumers. This would be helpful to
the marketer to get a clear picture about the Indian
consumer and it would lead to formulate an optimal
strategy. Therefore a study has been conducted in
2010-11 to measure the attitude and buying behaviour
of consumers towards organic food in Coimbatore
city of Tamil Nadu, India with the following specific
objectives.
• To identify the organic product lines available
in the retail outlets
• To assess the attitude and buying behaviour
of the consumers with organic food purchase
• To identify the factors influencing purchase of
organic food by urban consumers.
Materials and Methods
Coimbatore city in India is selected purposively
for the study, due to rapid urbanization and
industrialisation. Three outlets selling organic
produce were selected based on the sales volume.
Primary data were collected through administering
a structured interview schedule to the customers
who purchased organic foods in these retail outlets.
Twenty consumers were contacted from each outlet
and thus 60 consumers formed the sample size. The
sample respondents were then pro-stratified into
three categories namely first time buyer, occasional
(inconsistency in purchase) and regular buyers.
The attitude was measured through an attitude
scale with 15 statements. The five point Likert scale
(strongly agree -5, agree-4, neutral-3, disagree-2,
strongly disagree-1) was used to measure the
statements. The buying behaviour was analyzed
through demographic characteristics, product
attributes, purchase frequency and the perceived
value of organic foods to consumers.
Probit Regression Model
Probit model was used to identify major factors
influencing purchase of organic consumer purchase.
The regular purchase in organic retail outlet by the
consumers was characterized as a dichotomous
choice between two mutually exclusive alternatives.
Assuming that each consumer has well defined utility
function over the purchase decision, it was defined
that the utility is ‘U1’ if a consumer regularly purchased
from organic outlet and utility ‘U0’ otherwise. The utility
of either choice is defined from the economic and non
economic factors plus a random error.
Ui0 = XI` γ0 + ei0
Ui1 = Xi`γ1 + ei1
Mathematically,
= γ0 + γ1 X1 + ……+ γnXn …… (1)
and Y = g (I)
Where, Y = 1 if I > I*
Y = 0 if I < I*
`I’ is the index reflecting the combined effect of `X’
factors, whether the consumers regularly purchase
from organic outlet (Y = 1), when `I’ exceeds the
threshold level I* otherwise the consumers not
regularly purchase from organic outlet, (Y = 0)
when `I’ falls short of I*. Now probability of getting a
positive response (Y = 1) is given by
Y = F (I/σ) = F (Z); Z = I/σ
Where,
I = is as defined in (1)
σ = is the standard error of estimate and F (Z)
is the area under cumulative normal distribution
function.
The choice probability must lie between zero
and one. However, the index `I’ is in the range (- µ to
+µ). Size F (Z) gives only the probability of regular
purchase, the elasticity gives the percentage change
in the choice probability in response to a percentage
change in the explanatory variable.
Where,
f (Z) = Value of the `Y’ ordinate of the
cumulative normal density function at `Z’.
fF (Z) Xi
η = *
fXi F(Z)
∂ F (Z) γi
= f (Z) *
∂ Xi σ
үI = Probit coefficient of the ith variable for
which the elasticity is to be worked out
The probit equation fitted to identify the factors
influencing the regular purchase of organic products
was;
TYPOFCUST = f (β0 + β1AGE + β2GEN +
β3LYL +β4INC + β5FTY + β6YOP + β7FOP+ β8DIS)
Where,
TYPOFCUST = Type of customer (1 = Regular
Buyer and 0 = Occasional Buyer)
AGE = Age of the respondents (in years)
GEN = Gender (0 = Male,1 = Female)
LYL = Literacy level
INC = Household income of the
respondents (Rs./ month)
FTY = Food type vegetarian/ Non-
vegetarian (0=vegetarian, 1=Non- vegetarian)
YOP =Years of purchase (in years)
 87

FOP`=Frequency of purchase (Daily 0,- Weekly -1, respondents had positive attitude towards the organic
Monthly twice - 2, Monthly - 3 food. The respondents were having attitude scale
DIS =Distance to the store from outlet (in Km) point of 4.10 for “to eat organic fruits and vegetables
is good”, “to eat organic fruits and vegetables means
Results and Discussion to pay more” and “organically grown foods contain
The details about general characteristics of no artificial colours, flavours and preservatives”. It
sample respondents are shown in Table1 and it could could be inferred that the respondents had positive
Table 1. Characteristics of sample respondents n=60 attitude towards organic foods and also they were
ready to pay more for organic food. Similar results
Characteristics First time Occasional Regular
were observed in earlier study by Chakrabarti and
4 21 35 Baisya (2007). The results also revealed that the
Regularity in buying
(6.67) (35.00) (58.33)
organic foods have been considered by the consumer
Educational levels
as better taste, more nutritious, more flavoured,
1 3 19
i. Up to Schooling fresh and less residues which is similar to the result
(1.67) (5.00) (31.67)
observed by Hay (1989).
3 18 16
ii. Graduate
(5.00) (30.00) (26.67) Buying behaviour towards organic foods
Occupational status
The regular buyers preferred to buy organic foods
1 3 8
i. Government Jobs either twice in a week (35 per cent), while 10 per cent
(1.67) (5.00) (13.33)
of them purchased daily (Table 3). However, most of
1 5 10
ii. Private Table 3. Purchasing Frequency n=60
(1.67) (8.33) (16.67)
1 9 11 Frequency First time Occasional Regular Total respondents
iii. Business
(1.67) (15.00) (18.33) 4 N.A N.A 4
First time
1 4 6 (6.67) (6.67)
iv. Home maker
(1.67) (6.67) (10.00) Daily
0 0 6 6
(0.00) (0.00) (10.00) (10.00)
(Figures in the parentheses represent percentage to the total)
0 0 21 21
Bi-weekly
be seen that majority of the respondents (58.33 per (0.00) (0.00) (35.00) (35.00)
0 12 5 17
cent) were regular buyers of organic foods and about Weekly
(0.00) (20.00) (8.33) (28.33)
35 per cent of the respondents were purchasing Monthl
0 9 3 12
(0.00) (15.00) (5.00) (20.00)
occasionally. Among the respondents, 61.67 per 4 21 35 60
Total
cent of customers had graduate level education and (6.67) (35.00) (58.33) (100.00)
about 35 per cent respondents had their own business N.A refers to Not Applicable
(Figures in the parentheses represent percentage to the total)
followed by the private employment (26.67 per cent).
The home makers (women) also visited these outlets the occasional buyers preferred either weekly (20
and about 18 per cent of the sample were women per cent) or monthly purchase (5 per cent). Thus it is
purchasers. observed that about 73 per cent of the respondents
at least once in a week purchased organic food.
Consumer Attitude towards organic products
Organically Produced
It could be inferred from the Table 2 that the
average likert scale score is 3.95. Hence the In the absence of any formal and authorized
information about the organic certification, 53.33 per
Table 2. Consumer Attitude towards organic products
Likert
cent consumers purchased the foods based on the
Parameters scale oral guarantee given by the retailers and also 46.67
score
per cent through certification labels (Table 4). This
Nearness of organic store location is convenient to frequent purchase 4.18
To eat organic fruits and vegetables is bad* 4.10
Table 4. Conviction and Purchase Decisions n=60
To eat organic fruits and vegetables means to pay more 4.10 Assurance First Time Occasional Regular Total
Organically grown foods contain artificial colourants, flavourants Through 3 12 13 28
4.10
and preservatives* certification labels (5.00) (20.00) (21.67) (46.67)
By eating organic fruits and vegetables I get a unhealthy food* 4.08 Through shop 1 9 22 32
keeper (1.67) (15.00) (36.67) (53.33)
Organically grown foods have no flavour* 4.08
4 21 35 60
Organic certification ensure the trust worthiness of organic vendors 4.05 Total
(6.67) (35.00) (58.33) (100.00)
By eating organic fruits and vegetables I get a better taste 3.92 (Figures in the parentheses represent percentage to the total)

Organically grown foods not stay fresh for longer* 3.92 revealed that the people trust the organic products
To eat organic fruits and vegetables is wise 3.87 sold in exclusive organic food products retail outlets.
By eating organic fruits and vegetables I get a food that is non
3.87
environmental friendly* Preference towards organic foods
Organically grown foods contain more pesticide residues* 3.87
Organically grown foods must be certified 3.87 The result in Table 5 indicated that about 74
By eating organic fruits and vegetables I get a food that is more per cent of consumers preferred and consumed
3.75
nutritious organic foods due to safety reasons. The consumers
To eat organic fruits and vegetables means to have difficulties in
finding them on the market
3.50 believed that the organic food is free from chemical
Average scale score (59.26 / 15) 3.95
contamination, quality food and certified by
* - negative statements
authenticated agency. About 21.67 per cent of the
88

Table 5. Reasons for Eating Organic foods n=60 Table 7. Factors influencing on regular customer
Reasons for eating organic First time occasional Regular Total purchase of organic food
Std.
1 4 8 13 Variables Coefficients T ratio P [|Z|>z] Means
Healthy Errors
(1.67) (6.67) (13.33) (21.67)
3 17 24 44 Dependent variable
Safety
(5.00) (28.33) (30.00) (73.33) Type of customer for organic purchase (Binary variable: Regular
0.58
0 0 3 3 -1, Occasional -0)
Environ-mental friendly
(0.00) (0.00) (5.00) (5.00) Independent variables
4 21 35 60
Total Constant 4.7758 4.5223 1.056 0.2909
(6.67) (35.00) (58.33) (100.00)
(Figures in the parentheses represent percentage to the total) Age -0.0737 NS 0.0499 -1.476 0.1399 36.5667
0.5460 -0.638 0.5234 0.5833
respondents preferred organic items as healthy Gender -0.3485 NS

food. Consumers who believed that consumption Literacy level -1.6496** 0.7596 -2.172 0.0299 3.5000
Family monthly
of organic food is environment friendly assumed for income
0.0001 **
0.00002 1.829 0.0673 52650.00
only 5 per cent though it is claimed that organic foods Food habit
are produced and marketed under the umbrella of (Vegetarian / 0.3397 NS 0.6578 0.516 0.6057 0.3833
Non-veg.)
“Environment Safety”. Years of purchase 0.5559** 0.2197 2.530 0.0114 2.6625

From Table 6 it could be found that fruits and Frequency of

1.3174*** 0.3113 4.231 0.0000 2.2167
purchase
Table 6. Quantity of Organic food consumed (kg/ Distance to
household/ month) n=60 the store from -1.1732** 0.5835 -2.011 0.0444 1.8792
residence
Organic Food Occasional Regular
R2 0.69
Carrot 1.53 2.46 Log – likelihood
-6.21
Beetroot 1.38 2.33 function
Limit observations
Cauliflower 1.59 1.47 (Occasional)
25
Beans 1.00 1.80 Non limit
Tomato 3.29 3.74 observations 35
(Regular)
Lady’s finger 1.00 1.40
Note: *** refers to 1%, ** to 5%, *to 10% level significance. NS denotes non significant
Brinjal 1.03 1.43
Greens 1.09 2.29
higher literacy, financial status and the nearness
Fruits 5.54 4.43
of the store were the major contributing factors in
deciding the purchase of the organic food regularly.
Other fruits and vegetables 2.60 1.68
Rice 15.50 20.50 Conclusion
Wheat 5.00 5.25
The more favorable the attitude with respect to
Finger Millet 0.00 2.67
Processed / semi processed 1.41 2.40
a behavior, the stronger is the individual’s intention
to perform the behavior under consideration (Jolly et
vegetables were the major organic food products al, 1989). The study showed that the respondents
bought by the consumers. Among the vegetables, had positive attitude towards organic foods and
about 3.5 kg of tomato was purchased on an also they were ready to pay more for organic food.
average for each month. Besides, vegetables, fruits The consumer preferred the organic food as less
like mango, apple, sapota and papaya are also residues, better taste, more nutritious, more flavoured
purchased by the consumers. The occasional and and fresh. The regular consumers purchased the
regular buyers also purchased cereals like rice and organic food regularly and frequently and this might
wheat. The regular consumers had bought more fresh be happened their loyalty towards organic food.
fruits and vegetables and it might be the reason for Also the result showed that higher literacy, financial
their frequent visit to the retail shop to get the same. status and the nearness of the store were the major
Factors influencing purchase of organic food contributing factors in deciding the purchase of
the organic food regularly. Thus an increase in the
The corresponding elasticity for each variable is promotional activity nearness to store is expected to
also measured and the elasticity estimates had shown increase sales. The regular buyers preferred to buy
inelastic responses to the changes in gender, literacy organic foods either twice in a week or purchased
level, family income, food habits, years of purchase, daily. The regular consumers had bought more fresh
frequency of purchase and distance of the outlets fruits and vegetables and it might be the reason for
from residence though some of the variables had their frequent visit to the retail shop to get the same.
significantly influenced the purchase decisions. The Among the vegetables, tomato, carrot, beetroot
results further revealed that frequency of purchase, and greens were purchased with higher quantity.
years of purchase, education, monthly income Besides, vegetables, fruits like mango, apple, sapota
and distance to the store were significant relation and papaya were also purchased by the consumers.
with regular organic food purchase. The regular So the frequency of the purchase by the sample
consumers were purchase the organic food regularly respondent which is very important for any retailers,
and frequently for a long period and this might be that can be increased by promotion of sales of fresh
happened their loyalty towards organic food. Hence organic fruits and vegetables.

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