Which Determinants Impact Consumer Purchase Behavior toward Online Purchasing of Organic Food Products?

Authors

  •   Subhajit Pahari Assistant Professor (Corresponding Author), Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Gat. No.167, 168, 169, Village Mauje, Bhandewadi, Wathoda Layout, Nagpur - 440 008, Maharashtra
  •   Indrajit Ghosal Associate Professor, Faculty of Computer Science & Engineering, Poornima University, Jaipur, Plot No. IS-2027-2031, Ramchandrapura, P.O. Vidhani Vatika Road, Sitapura – 303 905, Rajasthan
  •   Bikram Prasad Assistant Professor, Swami Vivekananda University, Telinipara, Barasat - Barrackpore Rd, Bara Kanthalia, West Bengal - 700 121
  •   Sayyad Mahejabin Dildar Assistant Professor, Department of Commerce, Agasti Arts, Commerce and Dadasaheb Rupwate Science College, Akole - 422 601, Maharashtra

DOI:

https://doi.org/10.17010/pijom/2023/v16i1/172667

Keywords:

Online Purchasing

, Buying Intentions, Organic Food, Attitude toward Organic Food, Perception, Health Consciousness, Consumer Buying Behavior.

JELClassification

, I1, M1

Paper Submission Date

, June 20, 2022, Paper sent back for Revision, December 29, Paper Acceptance Date, January 6, 2023, Paper Published Online, January 15, 2023

Abstract

Organic food products are in higher demand among Indian consumers, although little is known about consumers’ intentions to purchase organic foods online. The purposes of this paper are threefold. First, it attempted to identify and explore the influencing elements of organic food purchases online. Secondly, it assessed the relationship between customers’ buying intention and attitudes concerning organic food; thirdly, it determined how purchase intention or consumption was linked to improved customer health and mental satisfaction. For this study, regular buyers of organic food in India were surveyed using standard structured questionnaires. The data were analyzed using CFA and SEM. Though all five factors positively impacted attitudes toward organic food, perception and health consciousness were identified as the most critical constructs influencing customer attitudes. On the other hand, attitude toward organic food did facilitate consumer buying behavior, which was again highly related to improved health and mental satisfaction of customers. This study contributed to the existing literature by offering theoretical inferences and also offered practical implications. The study’s findings were critical for all organic food stakeholders, as choosing marketing tactics considering customers’ concerns was an essential aspect of identifying a niche for organic food products.

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Published

2023-01-01

How to Cite

Pahari, S., Ghosal, I., Prasad, B., & Dildar, S. M. (2023). Which Determinants Impact Consumer Purchase Behavior toward Online Purchasing of Organic Food Products?. Prabandhan: Indian Journal of Management, 16(1), 25–41. https://doi.org/10.17010/pijom/2023/v16i1/172667

Issue

Volume 16, Issue 1, January 2023

Section

Articles
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Scopus
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Europe PMC

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