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A Study of Key Factors Driving Consumers Intention to Purchase Organic Food Products: A Conceptual Framework

International Journal of Marketing and Business Communication

Volume 10 Issue 1

Published: 2021
Author(s) Name: Cherukuri Jayasankaraprasad | Author(s) Affiliation: Sr. Assist. Prof. (Marketing), Dept. of Business Management, Krishna Univ., Andhra Pradesh
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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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