Factors Influencing Purchase Decision of Organic
Products
M Elakkiya*
*MBA First year department of management studies
Periyar Maniammai Institute of Science & Technology, Vallam, Thanjavur
ABSTRACT
This paper examines the factors influence to purchase the organic products. The objective of
the study is to analyze the factors which influence to purchase the organic product. The study
was conducted in Thanjavur district. The survey was collected from 53 customers in
Thanjavur. The structured questionnaire is used to collect the data through Google form.
Convenience sampling technique was used in this research. Descriptive type of research was
used. The data is processed by using Chi-square analysis and Anova. The outcome of the result
shows that the high transportation charges, unavailability of fertilizers, higher selling price
and high seeds price are significant.
Keywords: natural farming, healthier, ethical, organic.
INTRODUCTION
Organic ingredients originate from organic farms. Organic agriculture can be used to make
clothes and personal care products as well as food, the most popular organic product. Consumer
safety laws protect inhabitants in several nations against dangerous items. The National List of
Allowed and Prohibited Chemicals allow naturally occurring chemicals and compounds
produced for organic commodity manufacturing. Businesses must "protect natural resources,
conserve biodiversity, and use only permitted substances" to employ organic products. Organic
food is grown using environmentally friendly methods. Avoiding synthetic fertilizers and
pesticides is normal. This farming method preserves the soil's regeneration capability, feeds
plants, and manages the soil ecologically to produce nutritious, disease-resistant food.
LITERATURE REVIEW:
Monika Kavaliauske and Simona Ubartaite (2014), stated that an analysis of Factors
Influencing Intention to Buy Organic Products in Lithuania. The research followed the
quantitative and qualitative study and the primary data collected from 460 Lithunianian people
using non-probability snowball sampling. The study revealed that consumer ethical beliefs are
the most important for intention to buy organic products. Concern about health also had positive
influence on intention to buy, and positively correlated with concern about product composition.
Anupam Singh and Priyanka Verm (2017), analyzed the Factors influencing Indian
consumers' actual buying behavior towards organic food products in India. The purpose of this
study is to examine the factors influencing the consumers' actual buying behavior towards
organic foods. For this purpose, a survey data were collected from 611 Indian consumers through
a structured questionnaire. The data were analyzed using various techniques like factor analysis,
independent t-test, ANOVA multiple linear regression, and hierarchical multiple regression
analysis. Results have confirmed four factors (health consciousness, knowledge, subjective
norms, and price) that influence the consumer attitude towards organic food products.
Jenny van Doorn and Peter C. Verhoef (2011), researched the Willingness to pay for organic
products: Differences between virtue and vice foods. The purpose of the study is to explore the
reasons behind consumers' (un)willingness to pay for organic food and investigate whether it
differs between virtue and vice food categories. For this purpose they are using a paper-and-
pencil survey and conducted an experiment with 172 students who were in their third or final
year of education at a large Dutch university. The research using hypothetical WTP and BDM
method to analyze the data. The results indicate that in vice food categories, organic claims are
associated with lower quality, which seems to be only partly compensated by higher prosocial
benefits.
Yatish Joshi and Zillur Rahman (2015), identified the Factors Affecting Green Purchase
Behavior and Future Research Directions. The purpose of the study is to identified various
prevalent motives, facilitators and barriers affecting purchase decision-making towards green
products and provides possible explanations for inconsistencies reported in green purchase
behavior. For this purpose this study reviewed 53 empirical articles on green purchase behavior
from 2000 to 2014. The major problem appeared to be defining and measuring both dependent
and independent variables.
Kamonthip Maichum, Surakiat Parichatnon, and Ke-Chung Peng (2017), identified the
Factors Affecting on Purchase Intention towards Green Products in Thailand. This study aims to
investigate the determinants that influence purchase intention towards green products of young
Thai consumers group among 18 to 29 year olds. In this research quota sampling technique was
used to select respondents of or aged 18‐29 that resided in Thailand. They derived and examined
the model through structural equation modeling (SEM) in a sample of 425 young respondents in
Thailand. The research indicated that environmental consciousness, environmental knowledge
and environmental attitude have significant positive influences on purchase intention towards
green products.
OBJECTIVE OF THE STUDY:
To identify the factors which influence to purchase organic products.
RESEARCH METHODOLOGY:
The main objective of the study is to find the factors that influence to purchase organic product .
The data were collected in a questionnaire format by distributing through Google form to
customers in Thanjavur. The data were collected from 52 customers. Likert five point scale was
used to collect the data by using convenience sampling technique. The collected data was
analyzed using Mean variance and Anova.
DATA ANALYSIS AND INTERPRETATION
Anova test result
[Link] Items Anova test result P value Effect
1 Organic food products are Significant
healthier 5.551 .022
2 Organic beauty products are 1.539 .220 Not Significant
affordable to purchase
3 Organic food product taste is 2.472 .122 Not Significant
good
4 Organic products are Not Significant
chemical free 0.582 .449
5 I like to purchase organic 0.467 .498 Not Significant
products to encourage the
farmers
6 Organic products are trustable 4.352 .042 Significant
7 Organic products are Not Significant
antibiotics 0.099 .755
8 I have the clear knowledge 0.076 .783 Not Significant
about organic agricultural
products
9 Hybrid product do not have 1.943 .169 Not Significant
seeds so i prefer to purchase
organic agricultural product
10 Word of mouth influence to Significant
purchase the organic 5.479 .023
agricultural product
INTERPRETATION
The results of the Anova test showed that the organic products are healthier, trustable and the
word of mouth were significantly influenced the customers to buy the organic product.
CONCLUSION
The purpose of the study was to identify the factor that influence to purchase the organic
products. The study reveals the factor that influence to purchase the organic products was health
conscious, trustable products and the power of word of mouth.
REFERENCE
Monika Kavaliauske and Simona Ubartaite(2014). Factors Influencing Intention to Buy Organic
Products in Lithuania, Journal of Economics and Management, 19(1), 72-83
Anupam Singh and Priyanka Verm (2017). Factors influencing Indian consumers' actual buying
behavior towards organic food products in India, Journal of Cleaner Production167(1),473-483
Jenny van Doorn and Peter C. Verhoef (2011). Willingness to pay for organic products:
Differences between virtue and vice foods, International Journal of Research in Marketing,
28(3), 167-180
Yatish Joshi and Zillur Rahman (2015). Factors Affecting Green Purchase Behavior and Future
Research Directions, International Strategic Management Review, 3(1-2), 128-143
Kamonthip Maichum, Surakiat Parichatnon, and Ke-Chung Peng (2017). Factors Affecting on
Purchase Intention towards Green Products in Thailand, International Journal of Social Science
and Humanity, 7(5), 1-6
