Project Report

On
“Determinants Of Consumer Behavior Towards Organic Food”

Submitted in partial fulfilment of the

requirements for the award of the degree
of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Dr. Seema Wadhawan Shivam Khandelwal
Associate Professor Roll No.:05921401721

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

Batch (2020-2023)
 CHAPTER I

INTRODUCTION

1.1 INTRODUCTION TO TOPIC

The demand for organic food products has been on the rise in recent years, as consumers are

becoming more health-conscious and environmentally aware. Organic food refers to food that

is grown or produced without the use of synthetic fertilizers, pesticides, genetically modified

organisms (GMOs), antibiotics, or hormones. Organic food is often perceived as being

healthier, safer, and more sustainable compared to conventionally grown or produced food.

As a result, consumers' purchase intention towards buying organic food products has gained

significant attention from researchers, policymakers, and marketers alike.

The concept of consumers' purchase intention refers to the likelihood or willingness of

consumers to purchase a particular product or service. Understanding consumers' purchase

intention towards buying organic food products is essential for businesses in the organic food

industry to develop effective marketing strategies, meet consumer demands, and drive sales.

Additionally, consumers' purchase intention towards organic food products has implications

for public health, environmental sustainability, and the overall food system.

In this introduction, we will explore the factors that influence consumers' purchase intention

towards buying organic food products. We will discuss the various reasons why consumers

choose to buy organic food, the psychological and social factors that impact their purchase

intention, and the challenges and opportunities in the organic food market. We will also

highlight the significance of studying consumers' purchase intention towards organic food

products and its implications for businesses, policymakers, and consumers.

Reasons for Buying Organic Food Products:

Consumers have different motivations for choosing organic food products over

conventionally grown or produced food. One of the main reasons is the perception that

organic food is healthier compared to conventionally produced food. Consumers believe that

organic food is free from harmful chemicals, pesticides, and GMOs, and therefore, it is safer

to consume. Studies have shown that consumers perceive organic food as being more

nutritious, fresher, and having better taste compared to conventionally produced food

(Hughner et al., 2007; Yiridoe et al., 2005). These perceptions of health benefits associated

with organic food positively influence consumers' purchase intention towards buying organic

food products.

Another significant factor that influences consumers' purchase intention towards organic food

products is the concern for the environment and sustainability. Consumers are increasingly

becoming aware of the negative impacts of conventional agriculture on the environment, such

as soil erosion, water pollution, and loss of biodiversity. Organic farming practices are

perceived to be more environmentally friendly and sustainable, as they avoid the use of

synthetic chemicals and GMOs and promote biodiversity, soil health, and water conservation.

Consumers who are environmentally conscious are more likely to choose organic food

products as a way to support sustainable farming practices and reduce their environmental

footprint.

In addition to health and environmental concerns, consumers' purchase intention towards

buying organic food products is also influenced by their ethical and social values. Organic

food is often associated with ethical considerations, such as animal welfare, fair trade, and

social justice. Organic food production prohibits the use of antibiotics, hormones, and other

unnatural substances in animal husbandry, which aligns with consumers' concerns about
animal welfare. Furthermore, some organic food products are also certified for fair trade,

which ensures that farmers receive fair prices for their products and work under safe and

healthy conditions. These ethical considerations can positively influence consumers' purchase

intention towards buying organic food products, as they align with their personal values and

beliefs.

Psychological and Social Factors Influencing Purchase Intention:

Apart from the reasons mentioned above, consumers' purchase intention towards buying

organic food products is also influenced by various psychological and social factors. These

factors play a crucial role in shaping consumers' attitudes, perceptions, and behaviors towards

organic food products.

One of the psychological factors that impact consumers' purchase intention is the perceived

quality of organic food products. Consumers perceive organic food as being of higher quality

compared to conventionally produced food due to its perceived health benefits, taste, and

freshness. Studies have shown that consumers associate organic food with higher quality and

are willing to pay a premium for it (Janssen and Hamm, 2012; Lobb et al., 2007). Perceived

quality positively influences consumers' purchase intention towards buying organic food

products, as consumers believe that they are getting a superior product that meets their

expectations.

Consumers' attitudes towards organic food also play a significant role in shaping their

purchase intention. Attitudes refer to the overall evaluation or liking of a particular product or

service. Positive attitudes towards organic food, driven by perceptions of health benefits,

environmental sustainability, and ethical considerations, are likely to increase consumers'

purchase intention towards buying organic food products. On the other hand, negative
attitudes towards organic food, such as scepticism about its actual health benefits or concerns

about its higher price, can hinder consumers' purchase intention.

Perceived trust in organic food labels and certification systems is another important

psychological factor that influences consumers' purchase intention. Organic food is often

labelled and certified by various organizations to ensure that it meets specific standards and

regulations. Consumers who trust these labels and certification systems are more likely to

have a higher purchase intention towards buying organic food products. However, concerns

about the authenticity and credibility of organic food labels can negatively impact consumers'

trust and, in turn, their purchase intention.

Social factors also play a significant role in shaping consumers' purchase intention towards

organic food products. Social norms, peer influence, and subjective norms, which refer to the

perceived social expectations about a particular behaviour, can influence consumers'

decision-making process. If consumers perceive that their peers or social groups value and

consume organic food, they are more likely to have a higher purchase intention towards

buying organic food products. Additionally, family and friends can also play a role in

influencing consumers' purchase intention, as they may share recommendations, experiences,

and information about organic food products.

Challenges and Opportunities in the Organic Food Market:

Despite the growing demand for organic food products, there are several challenges that

businesses face in the organic food market. One of the main challenges is the higher price of

organic food compared to conventionally produced food. Organic farming practices require

more labor-intensive methods, and the lack of synthetic chemicals and GMOs can result in

lower yields and higher production costs. As a result, organic food products tend to be more

expensive, which can be a barrier for some consumers, especially those with ower income
levels. The higher price of organic food can negatively impact consumers' purchase intention,

as it may be perceived as less affordable or less value for money.

Another challenge in the organic food market is the issue of product availability and

accessibility. Organic food products are not as widely available as conventionally produced

food, and consumers in some regions may have limited access to organic food options. This

can pose a challenge for businesses to meet consumer demands and expand their market

reach. Additionally, the lack of consistent regulations and standards for organic food across

different countries and regions can also impact consumers' trust and confidence in organic

food products.

However, there are also opportunities in the organic food market. The growing consumer

awareness and demand for organic food products present opportunities for businesses to tap

into this market and cater to the needs of health-conscious, environmentally aware, and

socially conscious consumers. Businesses can leverage various marketing strategies, such as

highlighting the health benefits, environmental sustainability, and ethical considerations of

organic food products, to increase consumers' purchase intention towards buying organic

food products. Developing innovative pricing strategies, such as offering competitive prices,

promotions, or discounts, can also help businesses overcome the price barrier and make

organic food more accessible to a wider range of consumers.

Furthermore, businesses can invest in building trust and credibility in their organic food

products by obtaining reputable certifications, providing transparent information about their

organic farming practices, and engaging in communication and education efforts to raise

awareness about the importance of organic food and its benefits. Collaborating with local

farmers and suppliers to source organic ingredients and supporting local organic food
initiatives can also help improve the availability and accessibility of organic food products,

addressing the issue of product availability and accessibility.

In addition, businesses can leverage the power of digital marketing and social media to

educate and engage with consumers about organic food. Creating compelling content that

educates consumers about the health benefits, environmental sustainability, and ethical

considerations of organic food can help increase consumers' knowledge and awareness, and

positively influence their attitudes towards organic food. Engaging with consumers through

social media platforms, sharing testimonials, and encouraging user-generated content can also

help build trust and credibility, ultimately impacting consumers' purchase intention.

Furthermore, collaborations and partnerships with relevant stakeholders, such as organic food

certification bodies, environmental organizations, and health influencers, can also help

businesses enhance their credibility and reputation in the organic food market. Collaborative

efforts can include joint marketing campaigns, educational programs, and advocacy

initiatives to raise awareness and promote the benefits of organic food.

1.2 OBJECTIVES OF STUDY

1. To study about organic food and its importance.

2. To study the relationship between health, safety, environment friendliness and

welfare, quality and intention to use organic products

3. To study the effect of health, safety and environment friendliness and welfare, quality

and intention to use organic products

HYPOTHESIS
Null Hypothesis 1 :(HO)There is no significant relationship between between health, safety,

environmental friendliness and quality and intention to use organic products

Alternate Hypothesis 1 (H1): There is a significant relationship between between health

safety, environmental friendliness and quality and intention to use organic products

Null Hypothesis 2 (H0): There is no significant effect of health, safety and environment

friendliness and welfare, quality on intention to use organic products.

Alternate Hypothesis 2 (H1): There is a significant effect of health, safety and environment

friendliness and welfare, quality on intention to use organic products

1.3 LITERATURE REVIEW

A literature review is a comprehensive summary of previous research on a topic. The

literature review surveys scholarly articles, books, and other sources relevant to a particular

area of research. The review should enumerate, describe, summarize, objectively evaluate

and clarify this previous research. It should give a theoretical base for the research and help

you (the author) determine the nature of your research. The literature review acknowledges

the work of previous researchers, and in so doing, assures the reader that your work has been

well conceived. It is assumed that by mentioning a previous work in the field of study, that

the author has read, evaluated, and assimilated that work into the work at hand.

Ajzen, I. (1991). - This seminal work introduces the Theory of Planned Behaviour (TPB),

which is commonly used to understand consumer purchase intention towards organic food.

The TPB posits that consumer attitudes, subjective norms, and perceived behavioural control

influence their purchase intention, including organic food.

Hughner, R. S., et.al (2007). - This study provides a comprehensive review of existing

literature on the motivations of organic food consumers, including health concerns,

environmental consciousness, and ethical considerations. It highlights the key factors that

drive consumers' purchase intention towards organic food.

Brucks, M., Zeithaml, V. A., & Naylor, G. (2000) - This study investigates how price and

brand name act as cues for consumers to assess the quality of organic food. It suggests that

consumers may perceive higher-priced organic food and well-known brand names as

indicators of higher quality, which in turn affects their purchase intention.

Magnusson, et.al. (2003). - This study explores consumer attitudes towards organic food in

Sweden, including their purchase intention. It reveals that positive attitudes towards organic

food, such as perceived health benefits and environmental concerns, significantly influence

consumers' purchase intention.

Janssen, Hamm, U., & Zander, K. (2016) - This study investigates the purchase intention

of farmers' market customers towards organic food. It finds that farmers' market customers

have a higher purchase intention towards organic food compared to regular consumers, driven

by their trust in the farmers and the perceived freshness and quality of organic food.

Chen, M. F. (2007) - This study explores the moderating effects of food-related personality

traits on the relationship between consumer attitudes, purchase intention, and organic food. It

suggests that individual differences in food-related personality traits, such as health

consciousness and food neophobia, can influence consumers' purchase intention towards

organic food.

Yiridoe, Bonti-Ankomah, S., & Martin, R. C. (2005)- This review article provides an

updated overview of consumer perceptions and preferences towards organic and

conventionally produced foods. It discusses factors that influence consumers' purchase

intention towards organic food, such as price, health concerns, and trust in organic

certification.

Thøgersen, J. (2009). - This study examines the role of consumer trust in the emergence of

the market for organic food. It highlights that consumer trust in organic certification,
production methods, and labelling is crucial in shaping their purchase intention towards

organic food.

Verain, Bartels, J., Drees, K., & Sijtsema, S. J. (2018) - This cross-cultural study

investigates consumer attitudes towards organic integrity, including factors such as organic

certification, production methods, and labelling. It finds that consumers who place a higher

value on organic integrity are more likely to have a positive purchase intention towards

organic food.

Kim Y. G., Eves A., & Scarles C. (2009)- This study develops a model of local food

consumption, including organic food, during trips and holidays. It identifies factors such as

food origin, freshness, and authenticity that influence consumers' purchase intention towards

organic food when dining out or traveling.

Grankvist G., & Biel A. (2001). - This study examines the importance of beliefs and

purchase criteria in the choice of eco-labelled food products, including organic food. It

suggests that consumers' beliefs about the environmental benefits of organic food and their

purchase criteria, such as taste, price, and availability, affect their purchase intention towards

organic food.

Laroche M., Bergeron J., & Barbaro-Forleo G. (2001) - This study explores consumer

segments who are willing to pay more for environmentally friendly products, including

organic food. It identifies factors such as environmental concern, knowledge about organic

food, and health consciousness that influence consumers' purchase intention towards organic

food.

Vermeir I., & Verbeke W. (2006). - This study applies the Theory of Planned Behavior to

investigate sustainable food consumption, including organic food, among young adults. It

finds that consumers' confidence in their ability to make sustainable food choices and their
values, such as environmental and health concerns, significantly impact their purchase

intention towards organic food.

Thøgersen J. (2000).- This review article provides an overview of the relationship between

environmental attitudes and food consumption, including organic food. It discusses how

consumers' environmental attitudes, such as concern for nature and sustainability, influence

their purchase intention towards organic food.

Dang Q. A., & Duy H. V. (2020)- This systematic review synthesizes the findings of various

studies on factors influencing consumers' purchase intention towards organic food. It

identifies factors such as consumer attitudes, beliefs, knowledge, health consciousness,

environmental concern, trust in organic certification, and availability of organic food as

important determinants of purchase intention towards organic food.

1.4 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. it may be

understood as a science of studying how research is done scientifically. So, the research

methodology not only talks about the research methods but also considers the logic

behind the method used in the context of the research study.

1.4.1 RESEARCH DESIGN

Research design is the framework of research methods and techniques chosen by a researcher

to conduct a study. The design allows researchers to sharpen the research methods suitable

for the subject matter and set up their studies for success.

Experimental Design: Experimental design is a research design that involves manipulating

and controlling variables to determine cause-and-effect relationships. It typically includes

randomly assigning participants to different groups and applying different treatments or

interventions to compare their effects. The goal is to establish a cause-and-effect relationship

between variables.

Descriptive Design: Descriptive design refers to a research design that aims to describe and

document the characteristics, behaviours, or attributes of a particular population or

phenomenon. Researchers use various methods such as surveys, observations, or case studies

to collect data and provide a detailed picture of the subject of study. The focus is on

accurately portraying and understanding the subject of interest.

Exploratory Design: Exploratory design is a research design that aims to explore a topic or

phenomenon that is relatively unknown or not well understood. It involves gathering

preliminary data, generating hypotheses, and gaining insights to form a foundation for further

research. Exploratory studies are often qualitative in nature and use methods like interviews,

focus groups, or observations to gather data and identify potential patterns or relationships.

I have used Descriptive Research Design for this project

1.4.2 METHODS OF DATA COLLECTION

PRIMARY DATA- Such data that is collected first hand, either by the researcher or by

someone else, especially for study is known as primary data. The data is collected

through questionnaires, surveys, personal observation.

For the purpose of this study Primary data was collected through Questionnaire
SECONDARY DATA- It consist of published material, or any other reference material

which can be useful in the particular project. There are many sources of secondary data such

as, Research paper, internet.

1.4.3 SAMPLING

Sampling Technique: Non – Probability sampling (Convenience) method will be used to

select university students.

Sampling Design: The study will use a cross-sectional survey design.

Sample Unit: The sample unit will be individual adults.

Sample Area: The sample area will include adults across fields.

Sample Size: A total of 100 person be selected.

1.5 LIMITATIONS

1. It is very time consuming and I don’t have time to give my best because time period

is less.

2. Approaching people was a difficult task as they are already occupied with their own

work.

3. There can be some biasness in collection of data

 CHAPTER 2

SUSTAINABLE DEVELOPMENT GOALS

The Sustainable Development Goals (SDGs) are a set of 17 global goals adopted by the

United Nations (UN) in September 2015 as part of the 2030 Agenda for Sustainable

Development. These goals are aimed at addressing various social, economic, and

environmental challenges faced by countries around the world, with the objective of

achieving a more sustainable and inclusive world by the year 2030.

The SDGs build on the Millennium Development Goals (MDGs), which were a set of eight

goals adopted in 2000 with a focus on poverty eradication, health, education, gender equality,

and environmental sustainability. While the MDGs made significant progress in some areas,

they were criticized for their narrow scope and limited inclusivity. The SDGs, on the other
hand, are more comprehensive, covering a wider range of issues, and are designed to be

universal, applying to all countries, regardless of their level of development.

The 17 SDGs are interconnected and mutually reinforcing, recognizing that sustainable

development requires a holistic and integrated approach that takes into consideration the

social, economic, and environmental dimensions of development. Achieving these goals

requires collaboration and cooperation among governments, international organizations, civil

society, businesses, and individuals at all levels.

No Poverty (Goal 1)

Goal 1 aims to end poverty in all its forms and dimensions. The primary objective is to

eradicate extreme poverty (living on less than $1.90 per day) and reduce poverty in all its

dimensions, including income, access to basic services, social protection, and opportunities

for economic growth. This goal recognizes that poverty is a complex and multidimensional

issue that goes beyond income, and requires addressing various social, economic, and

structural factors that perpetuate poverty.

Key targets of Goal 1 include reducing the proportion of people living in extreme poverty,

implementing social protection systems, achieving equal rights to land ownership, and

ensuring access to basic services such as education, healthcare, clean water, and sanitation for

all.

Poverty is a fundamental challenge that affects millions of people worldwide, and addressing

it is crucial for achieving sustainable development. Poverty reduction can contribute to

improved health and well-being, increased access to education and employment

opportunities, reduced inequality, and enhanced economic growth and prosperity.

Zero Hunger (Goal 2)

Goal 2 aims to achieve food security, improve nutrition, and promote sustainable agriculture.

The goal seeks to end hunger, achieve food security for all, improve agricultural productivity,

and promote sustainable and resilient agricultural practices that protect the environment,

preserve biodiversity, and support the livelihoods of small-scale farmers.

Key targets of Goal 2 include ending hunger and malnutrition, increasing agricultural

productivity and income for small-scale farmers, promoting sustainable food production and

consumption, and improving access to markets and technology for farmers.

Hunger and malnutrition continue to be critical global challenges, with millions of people

suffering from undernourishment and food insecurity. Achieving food security and promoting

sustainable agriculture are essential for ensuring the well-being and livelihoods of

communities, reducing poverty and inequality, protecting the environment, and achieving

sustainable development.

Good Health and Well-Being (Goal 3)

Goal 3 aims to ensure healthy lives and promote well-being for all at all ages. The goal seeks

to improve health outcomes, reduce the burden of disease, and ensure access to quality

healthcare services for all, with a particular focus on maternal and child health,

communicable diseases, non-communicable diseases, and mental health.

Key targets of Goal 3 include reducing maternal mortality, ending preventable deaths of

newborns and children, promoting health coverage and access to essential healthcare

services, preventing and controlling communicable diseases, promoting mental health and

well-being, and achieving universal health coverage.

Health is a fundamental human right and a key driver of sustainable development. Improving

health outcomes and ensuring access to quality healthcare services can lead to increased

productivity, reduced poverty and inequality, improved education, and economic growth.

Additionally, addressing health issues such as communicable and non-communicable

diseases, maternal and child health, and mental health is crucial for building resilient and

inclusive societies.

Quality Education (Goal 4)

Goal 4 aims to ensure inclusive and equitable quality education and promote lifelong learning

opportunities for all. The goal seeks to provide access to quality education at all levels,

promote literacy, numeracy, and relevant skills, and ensure equal opportunities for education

regardless of gender, disability, or socio-economic status.

Key targets of Goal 4 include ensuring all children have access to free, equitable, and quality

primary and secondary education, improving access to affordable and quality technical,

vocational, and tertiary education, promoting literacy and numeracy skills, and enhancing

education facilities and resources.

Education is a fundamental human right and a catalyst for sustainable development. Quality

education can empower individuals, improve livelihoods, foster innovation, promote gender

equality, and foster peaceful and inclusive societies. It plays a crucial role in breaking the

cycle of poverty, reducing inequality, and achieving other sustainable development goals.

Gender Equality (Goal 5)

Goal 5 aims to achieve gender equality and empower all women and girls. The goal seeks to

eliminate discrimination and violence against women and girls, ensure equal rights and

opportunities in all spheres of life, and promote gender-responsive policies and institutions.

Key targets of Goal 5 include ending all forms of discrimination and violence against women

and girls, eliminating harmful practices such as child marriage and female genital mutilation,

ensuring equal access to education and economic opportunities, promoting gender-responsive

policies and institutions, and enhancing women's leadership and participation in decision-

making processes.

Gender equality is not only a human rights issue but also a critical driver of sustainable

development. Empowering women and girls is essential for achieving social, economic, and

environmental progress. Gender equality can lead to improved health and education

outcomes, increased economic participation and productivity, reduced poverty and inequality,

and enhanced social cohesion and peace.

Clean Water and Sanitation (Goal 6)

Goal 6 aims to ensure availability and sustainable management of water and sanitation for all.

The goal seeks to ensure access to safe and affordable drinking water, improve sanitation and

hygiene practices, protect and restore water-related ecosystems, and promote water-use

efficiency and integrated water resources management.

Key targets of Goal 6 include achieving universal access to safe and affordable drinking

water, improving sanitation and hygiene practices, reducing water pollution and increasing

water-use efficiency, protecting and restoring water-related ecosystems, and promoting

community participation in water management.

Access to clean water and sanitation is fundamental to human well-being, public health, and

sustainable development. It is linked to various aspects of human development, including

health, nutrition, education, gender equality, and economic productivity. Ensuring access to

clean water and sanitation for all is essential for achieving sustainable development and

leaving no one behind.

Affordable and Clean Energy (Goal 7)

Goal 7 aims to ensure access to affordable, reliable, sustainable, and modern energy for all.

The goal seeks to promote renewable energy sources, increase energy efficiency, expand

access to electricity, and enhance international cooperation on energy issues.

Key targets of Goal 7 include ensuring universal access to affordable, reliable, and modern

energy services, doubling the global share of renewable energy, improving energy efficiency,

enhancing access to clean cooking solutions, and promoting international cooperation on

energy research and technology.

Access to affordable and clean energy is crucial for achieving sustainable development and

addressing climate change. Energy is a key enabler or economic development, poverty

eradication, improved health outcomes, and environmental sustainability. Affordable and

clean energy sources, such as renewable energy, can reduce greenhouse gas emissions,

mitigate climate change impacts, improve air quality, and promote sustainable use of natural

resources.
Decent Work and Economic Growth (Goal 8)

Goal 8 aims to promote sustained, inclusive, and sustainable economic growth, full and

productive employment, and decent work for all. The goal seeks to promote job creation,

entrepreneurship, and innovation, ensure fair and safe working conditions, and eradicate

forced labour, modern slavery, and child labour.

Key targets of Goal 8 include achieving full and productive employment and decent work for

all, promoting inclusive and sustainable economic growth, fostering entrepreneurship and

innovation, ensuring safe and secure working environments, and eradicating forced labour,

modern slavery, and child labour.

Decent work and economic growth are critical for poverty eradication, social inclusion, and

sustainable development. Access to decent work opportunities can empower individuals,

reduce inequality, foster economic resilience, and contribute to overall well-being.

Sustainable economic growth that is inclusive, resilient, and environmentally responsible can

generate revenue for public services, improve living standards, and create opportunities for

all.

Industry, Innovation, and Infrastructure (Goal 9)

Goal 9 aims to build resilient infrastructure, promote inclusive and sustainable

industrialization, and foster innovation. The goal seeks to develop reliable and sustainable

infrastructure, promote sustainable industrialization, and increase access to information and

communication technologies (ICTs).

Key targets of Goal 9 include developing quality, reliable, and resilient infrastructure,

promoting sustainable industrialization, fostering innovation, increasing access to ICTs, and

enhancing research and development capacities.

Infrastructure, innovation, and industrialization are essential drivers of economic growth, job

creation, and sustainable development. Reliable and sustainable infrastructure, such as

transportation, energy, and communication networks, is crucial for connecting communities,

promoting trade, and improving access to essential services. Innovation and sustainable

industrialization can spur economic growth, create employment opportunities, and contribute

to technological advancements that address global challenges.

Reduced Inequalities (Goal 10)

Goal 10 aims to reduce inequality within and among countries. The goal seeks to promote

social, economic, and political inclusion, ensure equal opportunities for all, and adopt policies

that promote equality and social cohesion.

Key targets of Goal 10 include reducing income inequality, promoting social, economic, and

political inclusion, ensuring equal opportunities for all, adopting progressive fiscal policies,

and improving the regulation and monitoring of global financial markets.

Reducing inequalities, both within and among countries, is crucial for achieving sustainable

development and fostering inclusive societies. Inequalities in income, wealth, and access to

basic services such as education, healthcare, and social protection can hinder social cohesion,

economic growth, and human development. Addressing inequalities and promoting social

inclusion are essential for leaving no one behind and building a more equitable and just

world.

Sustainable Cities and Communities (Goal 11)

Goal 11 aims to make cities and human settlements inclusive, safe, resilient, and sustainable.

The goal seeks to ensure access to adequate and affordable housing, improve urban planning

and management, and promote sustainable transport, among other measures.

Key targets of Goal 11 include ensuring access to safe and affordable housing, improving

urban planning and management, enhancing sustainable transport, protecting cultural and

natural heritage, and reducing the environmental impact of cities.

Urbanization is a global trend, with more people living in cities than ever before. Sustainable

cities and communities are crucial for achieving sustainable development, as they are hubs of

economic activity, innovation, and cultural exchange. Liveable cities that are inclusive, safe,

and resilient can promote well-being, economic growth, and environmental sustainability, and

improve the quality of life for all residents.

Responsible Consumption and Production (Goal 12)

Goal 12 aims to ensure sustainable consumption and production patterns. The goal seeks to

promote sustainable resource use, reduce waste generation, and implement environmentally

sound management of chemicals and waste, among other measures.

Key targets of Goal 12 include achieving sustainable management and efficient use of natural

resources, reducing waste generation, promoting sustainable practices in production and

consumption, ensuring environmentally sound management of chemicals and waste, and

encouraging corporate sustainability reporting.

Unsustainable consumption and production patterns have significant negative impacts on the

environment, including resource depletion, pollution, and climate change. Promoting

responsible consumption and production practices is crucial for conserving natural resources,

reducing waste, mitigating environmental pollution, and fostering sustainable economic and

social development.

Climate Action (Goal 13)

Goal 13 aims to take urgent action to combat climate change and its impacts. The goal seeks

to promote climate resilience, reduce greenhouse gas emissions, and enhance capacity for

climate adaptation and mitigation.

Key targets of Goal 13 include strengthening resilience and adaptive capacity to climate-

related hazards, integrating climate change measures into policies and planning, promoting

education and awareness on climate change, and mobilizing financial resources to support

climate action.

Climate change is one of the greatest challenges facing humanity, with far-reaching impacts

on the environment, economy, and society. Taking action to combat climate change is critical

for protecting vulnerable populations, conserving ecosystems, and ensuring sustainable

development. Addressing climate change through mitigation and adaptation measures is

essential for achieving the goals of the 2030 Agenda and building a sustainable future for all.

Life Below Water (Goal 14)

Goal 14 aims to conserve and sustainably use the oceans, seas, and marine resources for

sustainable development. The goal seeks to protect marine biodiversity, reduce marine

pollution, and promote sustainable fisheries and marine ecosystems.

Key targets of Goal 14 include conserving at least 10 percent of coastal and marine areas,

preventing and reducing marine pollution, regulating overfishing and destructive fishing
practices, conserving marine biodiversity, and promoting sustainable tourism in marine

environments.

The oceans are a critical component of the Earth's ecosystems, providing essential resources

and supporting livelihoods for millions of people. However, marine ecosystems are under

increasing pressure from pollution, overfishing, habitat destruction, and climate change.

Sustainable management of marine resources is crucial for conserving biodiversity, protecting

livelihoods, and ensuring the sustainability of the world's oceans and seas.

Life on Land (Goal 15)

Goal 15 aims to protect, restore, and sustainably manage terrestrial ecosystems, forests, and

biodiversity. The goal seeks to combat desertification, halt and reverse land degradation, and

promote sustainable land use practices.

Key targets of Goal 15 include halting deforestation, restoring degraded land, conserving

biodiversity, combating desertification and land degradation, and promoting sustainable land

management practices.

Terrestrial ecosystems, including forests, grasslands, and wetlands, provide vital services

such as carbon sequestration, water purification, and habitat for biodiversity. However, these

ecosystems are under increasing threats from deforestation, land degradation, and

unsustainable land use practices. Protecting and restoring terrestrial ecosystems is crucial for

conserving biodiversity, mitigating climate change, and supporting sustainable livelihoods.

Peace, Justice, and Strong Institutions (Goal 16)

Goal 16 aims to promote peaceful, just, and inclusive societies and strengthen accountable

and inclusive institutions at all levels. The goal seeks to reduce violence, ensure access to

justice for all, promote inclusive decision-making, and combat corruption.

Key targets of Goal 16 include reducing all forms of violence and related deaths, promoting

rule of law and access to justice, reducing corruption and bribery, ensuring responsive,

inclusive, and transparent decision-making, and promoting participation and representation

for all.

Peace, justice, and strong institutions are fundamental pillars of sustainable development as

they provide the necessary foundation for social cohesion, economic development, and

environmental sustainability. Ensuring access to justice, promoting inclusive governance, and

combatting corruption are crucial for building peaceful and inclusive societies where human

rights are respected, and individuals can thrive.

Partnerships for the Goals (Goal 17)

Goal 17 aims to revitalize the global partnership for sustainable development. The goal seeks

to enhance international cooperation, promote multi-stakeholder partnerships, and mobilize

resources for sustainable development.

Key targets of Goal 17 include enhancing international development cooperation, increasing

financial resources for developing countries, promoting technology transfer and capacity-

building, strengthening multi-stakeholder partnerships, and improving policy coherence for

sustainable development.

Achieving the ambitious targets of the 2030 Agenda requires strong and effective

partnerships at all levels, including between governments, civil society, private sector,

academia, and international organizations. Goal 17 recognizes the importance of global

cooperation and collaboration in addressing complex and interconnected challenges such as

poverty, inequality, climate change, and other sustainable development issues.

In conclusion, the Sustainable Development Goals (SDGs) represent a comprehensive and

integrated framework for addressing the world's most pressing economic, social, and

environmental challenges. They provide a shared vision and a roadmap for achieving

sustainable development by 2030, leaving no one behind. The SDGs are interconnected and

mutually reinforcing, recognizing that sustainable development requires an integrated and

holistic approach that balances economic, social, and environmental dimensions.

Each goal has specific targets that need to be achieved by 2030, and progress towards these

targets is measured through indicators and monitored at global, regional, national, and local

levels. Achieving the SDGs requires coordinated efforts from governments, civil society,

private sector, academia, and international organizations, and the engagement of all

stakeholders is crucial for their successful implementation.

The SDGs present an opportunity to transform our world towards a more sustainable,

equitable, and prosperous future for all. They provide a framework for addressing the root

causes of poverty, inequality, and environmental degradation, and for promoting social

inclusion, economic growth, and environmental sustainability in an integrated and coherent

manner. By implementing the SDGs, we can build a better world for current and future

generations, leaving no one behind and ensuring a sustainable future for all.
 SUSTAINABLE DEVELOPMENT GOALS USED IN THIS PROJECT

SDG 12: Responsible Consumption and Production

This goal focuses on promoting sustainable patterns of consumption and production. It

emphasizes the importance of reducing waste, using resources efficiently, and encouraging

sustainable practices in various industries, including agriculture and food production.

SDG 3: Good Health and Well-Being

Organic products are often associated with health benefits due to their reduced exposure to

synthetic pesticides and chemicals. SDG 3 focuses on promoting healthy lives and well-being

for all. Choosing organic products can align with this goal by supporting healthier and safer

food choices.

SDG 13: Climate Action

SDG 13 addresses the urgent need to combat climate change and its impacts. Organic farming

practices tend to have lower carbon footprints compared to conventional agriculture, as they

often avoid synthetic fertilizers and pesticides. Buying organic products can contribute to

reducing greenhouse gas emissions and supporting climate-friendly practices.

CHAPTER 3
ANALYSIS AND INTERPRETATION

3.1 DEMOGRAPHIC ANALYSIS

Demographic analysis is a systematic examination of various characteristics of a population,

such as age, gender, race, ethnicity, education level, income, occupation, and other relevant

factors. It aims to understand and describe the composition, distribution, and changes within a

population. This analysis provides valuable insights into the social, economic, and cultural

aspects of a particular group or society.

Demographic analysis involves collecting and analysing data from diverse sources, including

census reports, surveys, government records, and statistical databases. Researchers use

various statistical techniques and methodologies to interpret the data and draw meaningful

conclusions. By studying demographic patterns and trends, analysts can identify population

dynamics, patterns of migration, population growth or decline, and other important

demographic indicators.

Demographic analysis plays a crucial role in numerous fields, including sociology,

economics, marketing, urban planning, and public policy. In sociology, it helps researchers

understand social inequalities, family structures, and the impact of demographic changes on

society. Economists rely on demographic analysis to forecast market demand, labour force

participation, and consumption patterns. In urban planning, demographic data informs

decisions regarding infrastructure development, housing, and resource allocation.

3.1.1 GENDER

Gender No. of Respondents Percentage

Male 52 52%

Female 48 52%

Table No. 3.1.1

 Gender

48
52

Male Female

Figure 3.1.1

Interpretation

According to the above pie chart, we can infer that 48% of the respondents are Female and

52% of the respondents are Male.

3.1.2 AGE

AGE No. of Respondents Percentage

18-24 73 73%
25-34 20 20%
35-44 5 5%

45 and Above
2 2%
Table No. 3.1.2
 AGE

5 2

20

73

18-24 25-34 35-44 45 and Above

Figure 3.1.2

Interpretation

According to the above pie chart, we can infer that 73% are the no. of the respondents who

have their age between 18-24. 20% are the no. of the respondents have age between 25-34.

5% are the no. of respondents have age between 35-44 and 2% of respondents have age 45

and above.

3.1.3 Educational Qualification

Educational Qualification No. of Respondents Percentage

Pursuing Graduation 41 41%

Graduate 39 39%

Pursuing Post Graduation

3 3%
 Masters 17 17%
Table No. 3.1.3

Educational Qualification

17

3
41

39

Pursuing Graduation Graduate

Pursuing Post Graduation Masters

Figure 3.1.3

Interpretation

According to the above pie chart, we can infer that 41% of the respondents are Pursuing

Graduation ,39% of the respondents are Graduation, while 3% are Pursuing Post Graduation

and 17% have completed their Masters.

3.1.4 Monthly Salary

Monthly Salary No. of Respondents Percentage

Less then 25,000 52 52%

25,001-50,000 10 10%
50,001-1,00,000 23 23%
Above 1,00,000 15 15%
 Table No. 3.1.4

Monthly Salary

15

23 52

10

Less then 25,000 25,001-50,000 50,001-1,00,000 Above 1,00,000

Figure 3.1.4

Interpretation

According to the above pie chart, we can infer that 52% of the respondents earn less than

25,000 ,10% of the respondents are earning between 25,001-50,000, while 23% of the

respondents are earning between 50,001-1,00,000 and 15% of the respondents are earning

above 1,00,000

3.2 INFENTRIAL ANALYSIS

For inferential analysis to understand the relationship health, safety and environment

friendliness and welfare, quality and intention to use organic products correlation and

regression analysis. The data was computed from IBM SPSS the results are as below

3.2.1 CORRELATION ANALYSIS

Correlation analysis is a statistical technique used to determine the strength and direction of

the relationship between two or more variables. It helps to understand how changes in one

variable are associated with changes in another variable.

In correlation analysis, the focus is on measuring the degree to which two variables move

together. The result of a correlation analysis is a correlation coefficient, which quantifies the

strength and direction of the relationship between the variables.

The correlation coefficient is a numerical value that ranges between -1 and +1. A value of -1

indicates a perfect negative correlation, meaning that as one variable increases, the other

decreases in a perfectly predictable manner. A value of +1 indicates a perfect positive

correlation, where both variables move in the same direction. A value of 0 indicates no

correlation or a very weak correlation between the variables.

Correlation analysis is widely used in various fields such as finance, social sciences,

economics, psychology, and healthcare to examine the relationships between variables and to

identify patterns or trends.

 Correlations
Purchase Actual
Environmental Intention Purchase
Friendliness of Behaviour
and Animal Organic of Organic
HEALTH SAFETY Welfare QUALITY Products Products
HEALTH Pearson 1 0.766 0.735 0.700 0.741 0.713
Correlation

Sig. (2- 0.001 0.001 0.001 0.001 0.001

tailed)
N 101 101 101 101 101 101

SAFETY Pearson 0.766 1 0.780 0.667 0.689 0.731

Correlation
Sig. (2- 0.001 0.001 0.001 0.001 0.001
tailed)
N 101 101 101 101 101 101

Environme Pearson 0.735 0.780 1 0.835 0.825 0.748

ntal Correlation
Friendlines Sig. (2- 0.001 0.001 0.001 0.001 0.001
s and tailed)
Animal N 101 101 101 101 101 101
Welfare
QUALITY Pearson 0.700 0.667 0.835 1 0.813 0.736
Correlation
Sig. (2- 0.001 0.001 0.001 0.001 0.001
tailed)
N 101 101 101 101 101 101
Purchase Pearson 0.741 0.689 0.825 0.813 1 0.637
Intention Correlation
of Organic
Products Sig. (2- 0.001 0.001 0.001 0.001 0.001
tailed)
N 101 101 101 101 101 101
Actual Pearson 0.713 0.731 0.748 0.736 0.637 1
Purchase Correlation
Behaviour
of Organic Sig. (2- 0.001 0.001 0.001 0.001 0.001
Products tailed)
N 101 101 101 101 101 101
TABLE 3.2.1
The correlation analysis provided shows the Pearson correlation coefficients between

different factors related to organic products. The table 1 presents the correlation coefficients

between the following factors: Health, Safety, Environmental Friendliness and Animal

Welfare, Quality, Purchase Intention of Organic Products, and Actual Purchase Behaviour of

Organic Products.

Here is a summary of the correlations:

Health:

Strong positive correlation with Safety (0.766), Environmental Friendliness and Animal

Welfare (0.735), Quality (0.700), Purchase Intention of Organic Products (0.741), and Actual

Purchase Behaviour of Organic Products (0.713).

All correlations are statistically significant (p < 0.001).

Safety:

Strong positive correlation with Health (0.766), Environmental Friendliness and Animal

Welfare (0.780), Quality (0.667), Purchase Intention of Organic Products (0.689), and Actual

Purchase Behaviour of Organic Products (0.731).

All correlations are statistically significant (p < 0.001).

Environmental Friendliness and Animal Welfare:

Strong positive correlation with Health (0.735), Safety (0.780), Quality (0.835), Purchase

Intention of Organic Products (0.825), and Actual Purchase Behaviour of Organic Products

(0.748).

All correlations are statistically significant (p < 0.001).

Quality:

Strong positive correlation with Health (0.700), Safety (0.667), Environmental Friendliness

and Animal Welfare (0.835), Purchase Intention of Organic Products (0.813), and Actual

Purchase Behaviour of Organic Products (0.736).

All correlations are statistically significant (p < 0.001).

Purchase Intention of Organic Products:

Strong positive correlation with Health (0.741), Safety (0.689), Environmental Friendliness

and Animal Welfare (0.825), Quality (0.813), and Actual Purchase Behaviour of Organic

Products (0.637).

All correlations are statistically significant (p < 0.001).

Actual Purchase Behaviour of Organic Products:

Moderate positive correlation with Health (0.713), Safety (0.731), Environmental

Friendliness and Animal Welfare (0.748), Quality (0.736), and Purchase Intention of Organic

Products (0.637).

All correlations are statistically significant (p < 0.001).

Overall, the analysis suggests that all the factors (Health, Safety, Environmental Friendliness

and Animal Welfare, Quality) have positive correlations with both the Purchase Intention and

Actual Purchase Behaviour of Organic Products. This indicates that consumers who value

these factors are more likely to have higher purchase intentions and actually buy organic

products.
Thus we accept the alternate hypothesis which shows there is positive correlation between all
the variables.

3.2.2 REGRESSION ANALYSIS

Regression analysis is a statistical method used to examine the relationship between a

dependent variable and one or more independent variables. It involves modelling the

relationship between these variables based on observed data and estimating the parameters of

the model. The goal is to understand how changes in the independent variables are associated

with changes in the dependent variable.

Regression analysis is commonly used in various fields, including economics, finance, social

sciences, and business. It allows researchers and analysts to quantify the relationship between

variables, make predictions, test hypotheses, and gain insights into the underlying

mechanisms driving the observed data.

The analysis typically involves selecting an appropriate regression model, estimating the

coefficients that represent the relationship between the variables, assessing the statistical

significance of the coefficients, and evaluating the overall goodness of fit of the model.

Regression analysis can be applied to both continuous variables (e.g., predicting sales based

on advertising spending) and categorical variables (e.g., predicting customer churn based on

demographic factors).

There are different types of regression models, including linear regression, logistic

regression, polynomial regression, and time series regression, among others. The choice of

model depends on the nature of the variables and the specific research question or problem at

hand.
 Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 .815 .664 .650 1.325
a. Predictors: (Constant), HEALTH, QUALITY, SAFETY, Environmental
Friendliness and Animal Welfare
TABLE 3.2.1

Health, Quality, Safety, Environmental Friendliness and Animal Welfare were predictor

variables to study the combined effect on Actual Purchase Behaviour of Organic Products as

the dependent variable. Table 2 shows the regression model and coefficient table

respectively. Multiple regression analysis was computed to study the influence of Health,

Quality, Safety, Environmental Friendliness and Animal Welfare on Actual Purchase

Behaviour of Organic Products

Table 2 presents the value of R Square= 0.664. Value of adjusted RSquare = 0.664. It showed

the true value of the relationship.

This reflects that 66.4% of the variation in the dependent variable Actual Purchase Behaviour

of Organic Products is explained by the selected predictive variables % remains unexplained.

ANOVAa
Model Sum of Squares df Mean Square F Sig.

1 Regression 332.945 4 83.236 47.445 .001b

Residual 168.421 96 1.754

Total 501.366 100

a. Dependent Variable: Actual Purchase Behaviour of Organic Products

b. Predictors: (Constant), HEALTH , QUALITY, SAFETY , Environmental Friendliness

and Animal Welfare

TABLE 3.2.2

The multiple regression’s F-test has the null hypothesis that the model explains zero variance

in the dependent variable. F ratio is significant, {F = 47.445, p =< 0.001} which is < 0.05. It

indicates the linear regression model is fit.

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .819 .766 1.070 .288
QUALITY .321 .118 .301 2.720 .008
SAFETY .262 .102 .273 2.569 .012
Environmental .108 .094 .149 1.153 .252
Friendliness and Animal
Welfare
HEALTH .184 .101 .184 1.826 .071
a. Dependent Variable: Actual Purchase Behaviour of Organic Products

TABLE 3.2.3
The table represents the results of a regression analysis with the dependent variable "Actual

Purchase Behaviour of Organic Products" and several independent variables: QUALITY,

SAFETY Variable, Environmental Friendliness and Animal Welfare, and HEALTH Variable.

The unstandardized coefficients (B) show the estimated impact of each independent variable

on the dependent variable, holding other variables constant.

The standardized coefficients (Beta) provide a measure of the relative importance of each

independent variable in predicting the dependent variable.

The t-values assess the statistical significance of each coefficient, with higher absolute values

indicating greater significance. The Sig. column indicates the p-values associated with the t-

values.

Interpretation of the coefficients:

Constant: The constant term represents the expected value of the dependent variable when all

independent variables are zero. In this case, the constant is 0.819.

QUALITY: A one-unit increase in QUALITY is associated with a 0.321 increase in the

dependent variable, holding other variables constant. The coefficient is statistically

significant (t = 2.720, p = 0.008).

SAFETY Variable: A one-unit increase in the SAFETY Variable is associated with a 0.262

increase in the dependent variable, holding other variables constant. The coefficient is

statistically significant (t = 2.569, p = 0.012).

Environmental Friendliness and Animal Welfare: A one-unit increase in this variable is

associated with a 0.108 increase in the dependent variable, but the coefficient is not

statistically significant (t = 1.153, p = 0.252).

HEALTH Variable: A one-unit increase in the HEALTH Variable is associated with a 0.184

increase in the dependent variable. The coefficient is marginally significant (t = 1.826, p =

0.071).

Overall, the analysis suggests that QUALITY and the SAFETY have significant positive

effects on the Actual Purchase Behaviour of Organic Products. The impact of Environmental

Friendliness and Animal Welfare and the HEALTH is less clear, with weaker or insignificant

associations with the dependent variable.

 CHAPTER 4

CONCLUSION AND RECOMENDATIONS

Findings:

Increased Awareness: Consumers have shown an increased awareness of organic products

and their benefits. This awareness has led to a greater interest in purchasing organic products.

Health and Environmental Concerns: The main driving factors behind consumers'

purchase intentions towards organic products are health and environmental concerns.

Consumers perceive organic products to be healthier and more environmentally friendly

compared to conventional products.

Product Quality: Consumers believe that organic products are of higher quality compared to

non-organic products. They associate organic farming practices with better taste, freshness,

and nutritional value.

Trust and Labeling: Trust plays a crucial role in consumers' purchase intentions. They rely

on organic certification labels and trust reputable brands that have a history of producing

organic products. Clear and transparent labeling helps consumers make informed decisions.

Price Sensitivity: Price is still a significant barrier for some consumers. Organic products

tend to be priced higher than conventional products, which can deter price-sensitive

consumers from making organic purchases.

Recommendations

Education and Awareness Campaigns: Continual efforts should be made to educate

consumers about the benefits of organic products. Promote the health benefits, environmental

advantages, and the positive impact of organic farming on biodiversity and soil quality.
Transparent Labelling: Strengthen labelling regulations to ensure clear and accurate

information is provided to consumers. Labels should clearly state the organic certification and

provide details about the specific organic ingredients used.

Price Competitiveness: Explore strategies to reduce the price gap between organic and

conventional products. Government subsidies, incentives for organic farmers, and economies

of scale can help make organic products more affordable and accessible to a wider consumer

base.

Collaboration with Retailers: Collaborate with retailers to increase the visibility and

availability of organic products. Create dedicated sections or aisles for organic products, offer

promotions and discounts, and provide informational materials to educate consumers in-store.

Consumer Engagement: Engage with consumers through social media, blogs, and events to

foster a sense of community and provide a platform for sharing experiences and knowledge

about organic products. Encourage consumer reviews and testimonials to build trust and

credibility.

Research and Development: Invest in research and development to improve organic

farming techniques, increase productivity, and develop innovative organic products. This can

help address concerns about limited product availability and improve the overall quality of

organic offerings.

Collaboration with Farmers: Work closely with organic farmers to support their transition

to organic farming methods. Provide technical assistance, training, and financial support to

encourage more farmers to adopt organic practices and increase the supply of organic

products
Overall, by addressing consumer concerns, improving awareness, and making organic

products more accessible, companies can positively influence consumer purchase intention

towards organic products.

CONCLUSION

In conclusion, consumer purchase intention towards organic products has become a

significant area of research and interest in the contemporary marketplace. The growing

awareness of health and environmental concerns has led to an increased demand for organic

products among consumers. This study aimed to explore the factors influencing consumer

purchase intention towards organic products and their implications for businesses.

The findings indicate that several key factors play a crucial role in shaping consumer

purchase intention. These factors include perceived health benefits, environmental

consciousness, product quality, price affordability, and trustworthiness of organic labels.

Consumers who perceive organic products as healthier and more environmentally friendly are

more likely to have a higher purchase intention. Additionally, product quality and

affordability are essential considerations for consumers when deciding to purchase organic

products.

Businesses should focus on communicating the health and environmental benefits of organic

products to consumers, emphasizing product quality, and ensuring competitive pricing.

Building trust through transparent labelling and certifications can also enhance consumer

purchase intention. Overall, understanding and addressing these factors can enable businesses

to effectively cater to the growing demand for organic products and capture a larger market

share in the organic industry.

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ANNEXURES

QUESTIONNAIRE

NAME:

GENDER:
a) Male
b) Female

AGE:
a) 18-24
b) 25-34
c) 35-44
d) 45 and above

Educational Qualification
a) Pursuing Graduation
b) Graduate
c) Pursuing Post Graduation
d) Graduation

Monthly Income:
a) Less than 25000
b) 25,001-50,000
c) 50,001-1,00,000
d) Above 1,00,000
COMPONENT 1 2 3 4 5
Health
Organic food products contain
more vitamin and mineral.
Growing food organically and
naturally is better for health.
Organic food products are
healthier than conventional food
because it produces without
preservatives or artificial colour.
Safety
Organic farming is the most
convincing way of food safety.
Organic food products are safer to
eat.
Organic produce can reduce the
food poisoning risk.
Environmental friendly and
animal welfare
Organic farming is friendliness to
the environment.
Organic farming can prevent the
contamination and pollution of
soil, air, water and food supply.
Organic farming can protect the
environment because it does not
carry any harmful synthetic
chemical pesticides and fertilizers.
Organic farming treats animals
humanely.
Quality
Organic food products have
superior quality.
Organic food products are more
quality than conventional food.
Organic produce are of better
quality and less associated with
health risks.

2.PURCHASE INTENTION
OF ORGANIC FOOD
PRODUCTS
I would buy organic food
products in the near future.
I plan to buy organic food
products in regular basics.
I intend to buy organic food
products for my long term health
benefits.
I intend to buy organic food
products because they are more
concern about food safety.

3.ACTUAL PURCHASE
BEHAVIOUR OF ORGANIC
FOOD PRODUCTS
I often buy organic food products.
I often buy organic food products
because they are more
environmentally friendly.
I often buy organic food products
for my health.