Factors Influencing Actual Buying Behavior Of Millennials Towards Organic Food In India

Authors

  • Ameesha Khandelwal, Meet Pandit

Abstract

Organic foods are considered to be healthier, high in nutrition, and environment-friendly as
compared to the conventional food. Therefore, consumers are considering to switch to organic food
products by paying premium price. This paper focuses on the factors, which encourages and influences
behavior of Indian consumers towards organic products. Population targeted for the study is the
millennials i.e. people who fall under the age group of 18-38. The switch in the preference and behavior
of today’s consumers is majorly driven due to the proliferation of various health related issues. The given
study facilitates a deeper knowledge of consumers' actual buying behavior, purchase intention and attitude
with reference to organic food products. It also provides a framework which can be followed by organic
industry in order to understand consumers’ demand and provides guidelines to the marketers who wish to
expand their organic food market.

Published

2020-11-01

Issue

Section

Articles