Assessing the Influence of Food Safety, Nutrition Attributes Value Attributes and Package Attributes on Consumers Purchase Intentions of Organic Food Products
Published: 2022
Author(s) Name: Cherukuri Jayasankaraprasad |
Author(s) Affiliation: Asst. Professor of Marketing in the Department of Business Management, Krishna Univ., Andhra Pradesh
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Abstract
The purpose of this study is to identify and examine that how consumers attach
importance to food safety, nutrition attributes, value attributes and package
attributes in attitude formation and intentions of purchase towards organic food
products. The study applied both qualitative and quantitative research design
comprising of 50 in-depth interviews and 580 surveys among the organic food
consumers residing in Vijayawada City in Andhra Pradesh, India. Findings show
that food safety, nutrition attributes, value attributes and package attributes of
organic food have positive effects on consumers attitude towards organic food
products. The results further reveal that attitude towards organic food influence
purchase intention significantly. This research offers empirical and theoretical
implications by emphasising on the details of food safety, nutritional attributes,
value attributes and package attributes consumers will perceive in attitude
formation and purchase intention of organic food products.
Keywords: Organic food, Food safety, Nutrition attributes, Value attributes, Package attributes, Attitude, Purchase intentions, India.
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