Consumer Behavior and Purchase Intention for Organic Food
Authors and Affiliations
Justin Paul, Nagoya University of Commerce & Business, Nagoya City, Japan
Foster School of Business, University of Washington, Seattle, Washington, USA
Jyoti Rana, DAV Centenary College, Faridabad, India
Abstract
Purpose: To understand ecological consumer behavior and purchase intention for organic food, exploring the factors influencing consumer behavior.
Design/Methodology: Data collected through structured questionnaires via face-to-face interviews; 463 respondents participated.
Findings: Factors such as health, availability, and education positively influence attitudes towards organic food. Consumers express more satisfaction with organic than inorganic food, but various factors modulate this satisfaction.
Practical Implications: Recommendations for retailers to implement marketing strategies focusing on health benefits, quality, and accessibility of organic foods.
Originality/Value: The study provides insights into consumer behavior related to organic food, highlighting factors that could be relevant internationally.
Keywords: Ecological awareness, Consumer purchasing behaviour, Consumer satisfaction, India, Organic foods, Buying behaviour.
1. Introduction
Marketers are increasing efforts to sell organic products amid rising consumer awareness of environmental issues and health-conscious lifestyles.
The market for organic food is expanding, and consumers who value health, taste, and environmental protection are becoming significant in this domain.
Historic growth in environmental consciousness reflected in the shift of various consumer demographics, primarily driven by health fears and satisfaction with eco-friendly products.
Increases in media activity, legislation, and public awareness contribute to this trend, encouraging consumers to make responsible purchasing decisions, such as recycling and choosing organic products.
Attitudes toward organic foods are influenced by age (increased health consciousness over time) and geography (growing awareness in regions like Germany and Nigeria).
1.1. Ecological Awareness
Definition: Ecological awareness encompasses knowledge, values, attitudes, willingness to act, and actual behavior related to environmental issues (Nemcsicsné Zso´ka, 2005).
Impact: Awareness variations among consumers affect shopping behavior, leading to market segmentation.
Consumer Categories (Roper Organization, 1990):
True-blue Greens: Strong environmental commitment.
Greenback Greens: Environmental concern conditional on price.
Sprouts: Moderate concern and response.
Grousers: Rationalize their lack of action.
Basic Browns: Are skeptical of individual impacts on environmental issues.
1.2. Ecological Consumer Behavior
Consumers prioritizing self-fulfillment and ecological lifestyles actively engage in activities that promote sustainability.
Marketers should recognize that this consumer segment is ready to switch to products that support ecological values, showing promise for eco-friendly companies.
Gender and Education Influence: Studies (Mostafa, 2007) identify the majority of ecological consumers as educated young women, willing to pay premium prices and diligent about verifying environmental claims.
1.3. Organic Food Definition and Characteristics
Definition: Organic food is produced without synthetic pesticides and without growth hormones or antibiotics for animals (Organic Foods Production Act, 1990).
Characteristics: Organic foods are perceived as healthier, more nutritious, and environmentally friendly, creating higher purchase intentions in consumers who prioritize health benefits (Andersen, 2007).
Influential Factors: Perceptions about health significantly affect the decision to purchase organic versus inorganic food.
2. Theoretical Framework
Focuses on identifying factors influencing consumer intention to purchase organic food, linking ecological awareness and preferences to purchase behavior.
Satisfaction from organic food is generally higher, influenced by various factors.
2.1. Influences on Purchase Intention
Demographic Factors:
Younger and female consumers (especially in the 30-45 age range, often with children and higher incomes) are more likely to purchase organic food (Govidnasamy & Italia, 1990; Dettmann & Dimitri, 2007).
Higher disposable incomes correlate with increased organic food purchases (Loureiro et al., 2001).
Contradictory Findings: Some studies find negligible impacts of age and education on purchasing intentions (Yin et al., 2010; Howie, 2004).
Health Benefits: Consumers prioritize health over environmental concerns when choosing organic food (Brugarolas & Rivera, 2005).
Multiple studies link health concerns directly to organic purchase motivations (Grossman, 1972; Schifferstein & Oude Ophuis, 1998).
Availability:
Convenience drives organic food purchases; increases in supermarket offerings enhance accessibility (Davies et al., 1995).
2.2. Variants and Satisfaction Levels
Consumers express different satisfaction levels towards organic and inorganic food based on attributes such as taste, appearance, nutrition, and safety (Bourn & Prescott, 2002).
Debate: Mixed findings exist regarding perceived attributes of organic and inorganic foods versus overall satisfaction.
Hypotheses for testing are laid out regarding satisfaction differences across food types and attributes.
3. Research Methodology
Questionnaire Design: Structured questionnaires to gauge consumer demographics and attitudes towards organic food.
Sample Population: Focused on consumers aged 25 and above, drawn from organic food retail outlets in India.
Data Collection: Face-to-face interviews conducted with a response rate of 65% from 463 surveys.
Data Analysis: Utilized various statistical tools, including multiple regressions, factor analysis, and cluster analysis, targeting significant relationships within the collected data.
4. Results
4.1. Demographic Influences
Chi-Square Analysis: Significant correlations found between education/location and organic food purchases; null hypothesis rejected for some demographic factors.
4.2. Health Benefits
Primary Reasons for Purchase:
42.1% of respondents identified health benefits as the main motivation for buying organic food.
Health content deemed very important in influencing purchase decisions with statistically significant regression supporting this view.
4.3. Availability of Organic Food
Convenience favors organic food purchases through mainstream channels like malls and supermarkets.
Non-availability of organic products cited as a prominent obstacle to purchase.
4.4. Overall Satisfaction
Satisfaction Analytics:
T-tests indicate significant differences in overall satisfaction between organic and inorganic foods, with organic rated higher (1.63).
High satisfaction attributed to health benefits among other attributes.
5. Discussion
Consumer Satisfaction with Organic Food: Heightened awareness of health benefits, product quality, and eco-friendliness influences satisfaction with organic offerings.
Notable trends revealing consumers often purchase both organic and inorganic foods coexistently.
6. Managerial Implications
Retailers should focus on demographic insights to strategize marketing campaigns more effectively around health benefits and product availability.
The necessity of consumer education regarding the advantages of organic products and sustained availability in preferred retail locations emphasized.
References
A wide array of references ranging from industry reports, academic studies, and consumer-related surveys highlighting consumption trends and motivations.
Author Information
Dr. Justin Paul: Professor with extensive publications and presentations in the field of marketing.
Dr. Jyoti Rana: Assistant Professor with significant experience in academic settings, co-authoring textbooks and conducting workshops in marketing.
The source extensively discusses the perception that organic foods offer health benefits and that these perceived benefits are a primary motivation for consumers to purchase them. For instance, it states that organic foods are "perceived as healthier, more nutritious," and that 42.1\% of respondents identified health benefits as their
The source suggests that consumer behavior regarding organic food prices varies depending on the consumer segment. For some consumers, described as "Greenback Greens," environmental concern and presumably purchasing organic food is conditional on price. This indicates that if prices increase, they may not continue purchasing organic foods. However, the source also notes that a segment of "ecological consumers," often described as educated young women, are "willing to pay premium prices" for eco-friendly products. Additionally, higher disposable incomes correlate with increased organic food purchases, implying that price is less of a barrier for this segment. While health benefits are a key motivation for many to purchase organic food, the source does not explicitly state that all consumers will keep purchasing them regardless of price changes due to these benefits; rather, price remains a modulating factor for some.
Yes, the source indicates that some people purchase organic foods because of their perceived nutritional and health benefits, even if it means paying a higher price. It highlights that organic foods are "perceived as healthier, more nutritious," and that health benefits are a primary motivation for purchase, with 42.1\% of respondents identifying them as such. Furthermore, the note mentions that certain segments, such as "ecological consumers," are "willing to pay premium prices" for eco-friendly products, and that higher disposable incomes correlate with increased organic food purchases, suggesting that for these consumers, the perceived benefits outweigh the increased cost.
The statement highlights that "health consciousness" and the perceived "health benefits" of organic foods are major incentives for consumers, with this motivation often intensifying as individuals age. When considering consumer behavior in response to changes in organic food prices, the source suggests a varied reaction depending on the consumer segment and the strength of their health-driven motivation:
High Health Consciousness & Willingness to Pay Premium: For consumers who are highly health-conscious and prioritize the perceived health benefits, even if it means a higher cost, price increases may not significantly deter them. The note mentions that "ecological consumers," often educated young women, are "willing to pay premium prices" for eco-friendly products. Additionally, consumers with higher disposable incomes tend to purchase more organic food, suggesting that price is less of a barrier when health benefits are a key driver and financial capacity allows.
Price-Sensitive Consumers: Conversely, for other consumer segments, environmental or health concerns are "conditional on price." These "Greenback Greens" may reduce or cease their organic food purchases if prices increase substantially. For them, while there might be an awareness of health benefits, the economic barrier presented by higher prices outweighs their motivation, indicating a limit to how much they will pay for perceived benefits.
Age and Health Prioritization: The note states that "Attitudes toward organic foods are influenced by age (increased health consciousness over time)." This implies that older individuals, with their heightened health consciousness, might be less price-sensitive when it comes to organic foods, as their primary motivation for purchase (health) could override cost concerns to a greater extent than younger, less health-conscious consumers. However, the source doesn't explicitly link age directly to price elasticity, only to increased health consciousness.
Consumer Behavior and Purchase Intention for Organic Food
Authors and Affiliations
Justin Paul, Nagoya University of Commerce & Business, Nagoya City, Japan
Foster School of Business, University of Washington, Seattle, Washington, USA
Jyoti Rana, DAV Centenary College, Faridabad, India
Abstract
Purpose: To understand ecological consumer behavior and purchase intention for organic food, exploring the factors influencing consumer behavior.
Design/Methodology: Data collected through structured questionnaires via face-to-face interviews; 463 respondents participated.
Findings: Factors such as health, availability, and education positively influence attitudes towards organic food. Consumers express more satisfaction with organic than inorganic food, but various factors modulate this satisfaction.
Practical Implications: Recommendations for retailers to implement marketing strategies focusing on health benefits, quality, and accessibility of organic foods.
Originality/Value: The study provides insights into consumer behavior related to organic food, highlighting factors that could be relevant internationally.
Keywords: Ecological awareness, Consumer purchasing behaviour, Consumer satisfaction, India, Organic foods, Buying behaviour.
1. Introduction
Marketers are increasing efforts to sell organic products amid rising consumer awareness of environmental issues and health-conscious lifestyles.
The market for organic food is expanding, and consumers who value health, taste, and environmental protection are becoming significant in this domain.
Historic growth in environmental consciousness reflected in the shift of various consumer demographics, primarily driven by health fears and satisfaction with eco-friendly products.
Increases in media activity, legislation, and public awareness contribute to this trend, encouraging consumers to make responsible purchasing decisions, such as recycling and choosing organic products.
Attitudes toward organic foods are influenced by age (increased health consciousness over time) and geography (growing awareness in regions like Germany and Nigeria).
1.1. Ecological Awareness
Definition: Ecological awareness encompasses knowledge, values, attitudes, willingness to act, and actual behavior related to environmental issues (Nemcsicsné Zso´ka, 2005).
Impact: Awareness variations among consumers affect shopping behavior, leading to market segmentation.
Consumer Categories (Roper Organization, 1990):
True-blue Greens: Strong environmental commitment.
Greenback Greens: Environmental concern conditional on price.
Sprouts: Moderate concern and response.
Grousers: Rationalize their lack of action.
Basic Browns: Are skeptical of individual impacts on environmental issues.
1.2. Ecological Consumer Behavior
Consumers prioritizing self-fulfillment and ecological lifestyles actively engage in activities that promote sustainability.
Marketers should recognize that this consumer segment is ready to switch to products that support ecological values, showing promise for eco-friendly companies.
Gender and Education Influence: Studies (Mostafa, 2007) identify the majority of ecological consumers as educated young women, willing to pay premium prices and diligent about verifying environmental claims.
1.3. Organic Food Definition and Characteristics
Definition: Organic food is produced without synthetic pesticides and without growth hormones or antibiotics for animals (Organic Foods Production Act, 1990).
Characteristics: Organic foods are perceived as healthier, more nutritious, and environmentally friendly, creating higher purchase intentions in consumers who prioritize health benefits (Andersen, 2007).
Influential Factors: Perceptions about health significantly affect the decision to purchase organic versus inorganic food.
2. Theoretical Framework
Focuses on identifying factors influencing consumer intention to purchase organic food, linking ecological awareness and preferences to purchase behavior.
Satisfaction from organic food is generally higher, influenced by various factors.
2.1. Influences on Purchase Intention
Demographic Factors:
Younger and female consumers (especially in the 30-45 age range, often with children and higher incomes) are more likely to purchase organic food (Govidnasamy & Italia, 1990; Dettmann & Dimitri, 2007).
Higher disposable incomes correlate with increased organic food purchases (Loureiro et al., 2001).
Contradictory Findings: Some studies find negligible impacts of age and education on purchasing intentions (Yin et al., 2010; Howie, 2004).
Health Benefits: Consumers prioritize health over environmental concerns when choosing organic food (Brugarolas & Rivera, 2005).
Multiple studies link health concerns directly to organic purchase motivations (Grossman, 1972; Schifferstein & Oude Ophuis, 1998).
Availability:
Convenience drives organic food purchases; increases in supermarket offerings enhance accessibility (Davies et al., 1995).
2.2. Variants and Satisfaction Levels
Consumers express different satisfaction levels towards organic and inorganic food based on attributes such as taste, appearance, nutrition, and safety (Bourn & Prescott, 2002).
Debate: Mixed findings exist regarding perceived attributes of organic and inorganic foods versus overall satisfaction.
Hypotheses for testing are laid out regarding satisfaction differences across food types and attributes.
3. Research Methodology
Questionnaire Design: Structured questionnaires to gauge consumer demographics and attitudes towards organic food.
Sample Population: Focused on consumers aged 25 and above, drawn from organic food retail outlets in India.
Data Collection: Face-to-face interviews conducted with a response rate of 65\% from 463 surveys.
Data Analysis: Utilized various statistical tools, including multiple regressions, factor analysis, and cluster analysis, targeting significant relationships within the collected data.
4. Results
4.1. Demographic Influences
Chi-Square Analysis: Significant correlations found between education/location and organic food purchases; null hypothesis rejected for some demographic factors.
4.2. Health Benefits
Primary Reasons for Purchase:
42.1\% of respondents identified health benefits as the main motivation for buying organic food.
Health content deemed very important in influencing purchase decisions with statistically significant regression supporting this view.
4.3. Availability of Organic Food
Convenience favors organic food purchases through mainstream channels like malls and supermarkets.
Non-availability of organic products cited as a prominent obstacle to purchase.
4.4. Overall Satisfaction
Satisfaction Analytics:
T-tests indicate significant differences in overall satisfaction between organic and inorganic foods, with organic rated higher (1.63).
High satisfaction attributed to health benefits among other attributes.
5. Discussion
Consumer Satisfaction with Organic Food: Heightened awareness of health benefits, product quality, and eco-friendliness influences satisfaction with organic offerings.
Notable trends revealing consumers often purchase both organic and inorganic foods coexistently.
6. Managerial Implications
Retailers should focus on demographic insights to strategize marketing campaigns more effectively around health benefits and product availability.
The necessity of consumer education regarding the advantages of organic products and sustained availability in preferred retail locations emphasized.
References
A wide array of references ranging from industry reports, academic studies, and consumer-related surveys highlighting consumption trends and motivations.
Author Information
Dr. Justin Paul: Professor with extensive publications and presentations in the field of marketing.
Dr. Jyoti Rana: Assistant Professor with significant experience in academic settings, co-authoring textbooks and conducting workshops in marketing.
The source extensively discusses the perception that organic foods offer health benefits and that these perceived benefits are a primary motivation for consumers to purchase them. For instance, it states that organic foods are "perceived as healthier, more nutritious," and that 42.1\% of respondents identified health benefits as their
The source suggests that consumer behavior regarding organic food prices varies depending on the consumer segment. For some consumers, described as "Greenback Greens," environmental concern and presumably purchasing organic food is conditional on price. This indicates that if prices increase, they may not continue purchasing organic foods. However, the source also notes that a segment of "ecological consumers," often described as educated young women, are "willing to pay premium prices" for eco-friendly products. Additionally, higher disposable incomes correlate with increased organic food purchases, implying that price is less of a barrier for this segment. While health benefits are a key motivation for many to purchase organic food, the source does not explicitly state that all consumers will keep purchasing them regardless of price changes due to these benefits; rather, price remains a modulating factor for some.
Yes, the source indicates that some people purchase organic foods because of their perceived nutritional and health benefits, even if it means paying a higher price. It highlights that organic foods are "perceived as healthier, more nutritious," and that health benefits are a primary motivation for purchase, with 42.1\% of respondents identifying them as such. Furthermore, the note mentions that certain segments, such as "ecological consumers," are "willing to pay premium prices" for eco-friendly products, and that higher disposable incomes correlate with increased organic food purchases, suggesting that for these consumers, the perceived benefits outweigh the increased cost.
The statement highlights that "health consciousness" and the perceived "health benefits" of organic foods are major incentives for consumers, with this motivation often intensifying as individuals age. When considering consumer behavior in response to changes in organic food prices, the source suggests a varied reaction depending on the consumer segment and the strength of their health-driven motivation:
High Health Consciousness & Willingness to Pay Premium: For consumers who are highly health-conscious and prioritize the perceived health benefits, even if it means a higher cost, price increases may not significantly deter them. The note mentions that "ecological consumers," often educated young women, are "willing to pay premium prices" for eco-friendly products. Additionally, consumers with higher disposable incomes tend to purchase more organic food, suggesting that price is less of a barrier when health benefits are a key driver and financial capacity allows.
Price-Sensitive Consumers: Conversely, for other consumer segments, environmental or health concerns are "conditional on price." These "Greenback Greens" may reduce or cease their organic food purchases if prices increase substantially. For them, while there might be an awareness of health benefits, the economic barrier presented by higher prices outweighs their motivation, indicating a limit to how much they will pay for perceived benefits.
Age and Health Prioritization: The note states that "Attitudes toward organic foods are influenced by age (increased health consciousness over time)." This implies that older individuals, with their heightened health consciousness, might be less price-sensitive when it comes to organic foods, as their primary motivation for purchase (health) could override cost concerns to a greater extent than younger, less health-conscious consumers. However, the source doesn't explicitly link age directly to price elasticity, only to increased health consciousness.
Yes, the source explicitly states that some people are choosing organic foods over non-organic alternatives due to health benefits.
Several sections in the document support this:
The Abstract highlights that factors such as health positively influence attitudes towards organic food.
Under 1.3. Organic Food Definition and Characteristics, it's noted that organic foods are "perceived as healthier, more nutritious," which "creating higher purchase intentions in consumers who prioritize health benefits." It further states that "Perceptions about health significantly affect the decision to purchase organic versus inorganic food."
2.1. Influences on Purchase Intention specifies "Health Benefits" as a key factor: "Consumers prioritize health over environmental concerns when choosing organic food" and that "Multiple studies link health concerns directly to organic purchase motivations."
In the 4.2. Health Benefits section of the results, it's reported that "42.1\% of respondents identified health benefits as the main motivation for buying organic food" and that "Health content deemed very important in influencing purchase decisions."
These points clearly indicate that perceived health advantages are a significant reason for consumers to opt for organic foods.