Sr. Assist. Prof. (Marketing), Dept. of Business Management, Krishna Univ., Andhra Pradesh
Abstract
The domestic as well as global organic food market is experiencing a massive growth in recent years because of its multiple health
benefits. Several studies focused on consumer perceptions towards organic food products in different contexts. However, in spite
of the emergence of studies on this topic, the information about the key factors driving consumer intention to purchase, as well
as their actual purchase behaviour, is still scarce. The aim of this research is to explore the key drivers of purchase intentions of
organic food products, and develop a conceptual framework based on personal characteristics, motives, perceptions, subjective
knowledge, reference groups, attitudes, perceived behavioural control, purchase intention, and actual buying behaviour. This
extensive literature review has analysed thee top-quality poll of papers published in the past two decades. As a result, it contributes
to a better understanding of this focal phenomenon by identifying the key drivers of consumers’ intention to purchase organic food
products. Furthermore, future research directions are provided, in order to extend the existing knowledge of consumer behaviour
towards organic food products.
Keywords: Organic Food, Personal Characteristics, Perception, Motives, Subjective Knowledge, Reference Group, Attitude, Perceived Behavioural Control, Buying Intention, India
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