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REPORT ON RESEARCH PROJECT

GROUP MEMBERS:
Aryan Singh (PGFB1909)
Prachi Sharma (PGFB 1932)
Niharika Sharma (PGFB 1937)
SaloniHeda (PGFB 1946)
Suvindra Choudhary (PGFB 1953)
Prakhar Sharma (PGFB 1961)

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Certificate

This is to certify that the survey project entitled, “CONSUMER

PERCEPTION TOWARDS ORGANIC PRODUCTS” has been carried out by

the following group of PGDM, 1StYear, 2019-20, under the guidance for

the course “Business Research Methods”.

Roll No. Name


PGFB1909 Aryan Singh
PGFB1932 Prachi Sharma
PGFB1937 Niharika Sharma
PGFB1946 Saloni Heda
PGFB1953 Suvindra Choudhary
PGFB1961 Prakhar Sharma

(Dr.Saumyaranjan Sahu)

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DECLARATION

We hereby declare that the Research Project Report titled “CONSUMER

PERCEPTION TOWARDS ORGANIC PRODUCTS” is original and bonafide

work carried out by us during the 3 rdTrimester of our PGDM under the

able guidance of Saumyaranjan Sahoo Sir in partial fulfillment of the

requirement of PGDM at Jaipuria Institute of Management, Jaipur.

We also declare that this project is a result of our effort and no part of this

project has been published earlier or been submitted as a project by us for

any degree or diploma for any institute or university.

Prachi Sharma
Niharika Sharma
Aryan Singh
Suvindra choudhary
Saloni heda
Prakhar sharma

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ACKNOWLEDGEMENT

We fully understand the fact that we may not have come even this far in the journey without
the proper guidance, help and support of the lovely people who have acted as our guides, our
friends and all the torch bearers along the way. The selection of this project was of the mind
based on the study of various publications but it gained this perfect shape by the proper,
timely and required guidance of our instructors and colleagues.
We feel greatly pleasured in expressing our sense of gratitude towards our faculty supervisor
Dr. Saumyaranjan Sahu, for providing the accessible guidance and taking keen interest
which took us towards the timely completion of this project.

TABLE OF CONTENT

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1. Abstract…………………………………………………6
2. Introduction……………………………………………..7
3. Literature Review……………………………………….9
4. Objective of the study……………………………………9
5. Data and research methodology…………………………9
6. Research Framework……………………………………11
7. Hypothesis……………………………………………….12
8. Results…………………………………………………….15
9. Correlation and Hypothesis testing………………………..24
10. Conclusion…………………………………………………27
11. Suggestions…………………………………………………28
12. References………………………………………………….28

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ABSTRACT
The natural nourishments are seen as increasingly sound, nutritious, and nature-
accommodating in correlation with customary nourishment. These days the Consumers
thusly, are supplanting to natural items and are prepared to spend high sum. The explanation
of the examination is to assess and comprehend the elements influencing the customer
purchasing propensities towards natural items. For this reason an overview information will
be gathered from the Indian buyers by poll. The information will be broke down utilizing MS
exceed expectations devices. Results will affirm four variables (wellbeing awareness, cost,
abstract standards, and Availability) that will affect the customer conduct towards natural
items. The outcomes will show that how these elements impact genuine purchasing conduct
and buy expectation of the natural items. Likewise, socio-segment factors (age, sexual
orientation instruction and pay) additionally sway on purchasing conduct of the customers.
The examination gives a superior learning and comprehension of buyer conduct, demeanor,
and buy aim towards the natural nourishment items.

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INTRODUCTION
There is no common definition of “organic” due to the fact that different countries have
different standard for products to be certified “organic”. In simplest words organic foods are
minimally processed to maintain the integrity of the food without artificial ingredients,
preservatives. Organic products are obtained by the process friendly to the environment by
cultivation techniques that consider both the attributes of the final product and the production
method.
A wide range of consumers of organic food and nonorganic food were addressed and
scrutinized to obtain their observation and visions towards organic food. All organic food
consumers are not having the same method of approach towards organic food. Subsequently
the statistical process guides us to comprehend the relation and the model of the consumer
behaviour trends in organic food in India.
The definition of the word “organic”, an ecological management production system that
promotes and enhance biodiversity, biological cycles and soil biological activity. It is based
on that minimal use of off harm inputs and on management practices that restores, maintain
and enhance “ecological harmony”.
In the 1960s and 1970s, environmentalists focused on the biophysical and human health
effects of the chemical fertilisers and pesticides, leading to the popularization of alternative
food system that take into account consumer safety and having the way for the development
of organic farming. The alternative food movement opposed pesticide use in food production
and eventually, in the 1980s genetically modified organism. More recently, the organic food
industry has highlighted issues concerning soil quality, food contamination, and conservation
of bio diversity. The alternative food system discourse has increasingly been concerned with
natural products and social responsibility however this discourse does not necessarily reflect
the realities behind the production of centrified organic food.
Consumer consider buying organic as a way to “vote with their dollar” and mitigate the
environmental impacts of conventional agriculture. As organics have expanded since the
1980s, agriculture business have appropriated the imagery of organic for profit. Essentially,
the use of the term organic in the market has been politically constructed by the regulatory
agencies and Large businesses. Today, we see how even small family owned organic farms
rely on the corporate farms to obtain tax and liability privileges. This brings up several issues
related to how the organic moves from an alternative, counter conventional agriculture
movement to a more industrialized system.
Many consumers assume that all the organic are produced sustainably. This is not always the
case because a holistic definition of sustainability must account for the biophysical, economic
and social implication of production. Today, the legitimized use of the term “organic” has a
structured and narrower meaning. According to the national organic program of the united
states department of agriculture, the federal agency responsible for organic certification,
organic agriculture is an ecological production management system that promotes and
enhance biodiversity, biological cycles and soil biological activity. It is based on minimal use

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of off farm inputs and on management practices that restore, maintain and enhance ecological
harmony.
Although large scale certified organic farms that hire labour limit workers exposure to known
harmful pesticides, low farm worker wages, seasonal hiring and limitation of access to health
benefits still pose concerns. In 2008, there were about 5 million acres of land allocated for
organic farming in the united states. The demand for organic food product has allowed
corporation to capitalize on peoples understanding of sustainability, fostering false ides of
what organic production entails. This high demand for organics allowed agribusinesses to
control the organic industry, using their resources to leverage the politics of organics and
certification standards.
Even though most consumers perceive organic as pesticide free system, organic farm worker
can still be exposed to allowed synthetic and potentially dangerous substances such as
sulphur. Farm workers also face the high demand of complying with the certified organic
farming standards, which include crop rotation schedules that allow farms to hire on a
seasonal cycle thereby, limiting worker qualification for health care benefits and stringent
food harvesting techniques that may require manual labour.
We examined the significance of labour practices to people who purchase organic products
by focusing on their awareness regarding the current organic food standards, perceptions of
different food issues, their consumption patterns and purchasing motives for buying organic
food products. From my findings, we suggest practical consideration that could help align
consumer attitude, knowledge and behaviour regarding organics. Some of the benefits of
organic food are:

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LITERATURE REVIEW
Variable of study- environmental concern and behaviour
Major findings – The study made an assessment of the awareness attitude and
behaviour prevalent among Indian consumers towards environment and lists the implication
of the study findings of the govt and NGOs engaged in the marketing of green ideas and
products. (kaur,2004)

Variable of study- Attitudes, subjective norm, perceived control and habit


Major findings- The author focused on the consumption effects of ready meals in
Great Britain, the result suggested the attitudes food products were best predictor of
behaviour intention. (Mahon, 2005)

Variable of study – consumer attitude


Major findings- The study analyzed consumer decision making regarding organic food
products in eight different countries i.e., Denmark, Sweden, Germany, UK, Italy, Spain,
Greece, and the results revealed that if people feel uncertain about the organic food products
they are less likely to make a decision about buying it, in spite of the favourable attitudes and
norms, and the same is true if they believe that the organic food products are difficult to
obtain. (thogersen, 2009)

Variable of study – pro-environmental concern, environmental knowledge


Major findings - The results indicated that consumers pro environmental concern
significantly affect their green buying behaviour in addition, consumers are willing to pay
higher price for such products. The survey findings disclosed consumer’s awareness towards
eco-friendly products and the impact of their environmental concern on their green buying
behaviour. (Dutta, 2011)

OBJECTIVE OF THE STUDY


1. To review the market of Organic Food.
2. To study the perception of consumers towards Organic Food.
3. To perceive the consumption pattern of Organic Food products.
4. To analyze the consumption among totally different brands.

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DATA AND RESEARCH METHODOLOGY:
 Data source and measurement scale

To test the proposed speculations(hypothesis), exact information has been gathered through
an organized survey; the questionnaire in the poll was based on past studies, for example,
[ CITATION Gil00 \l 1033 ],[ CITATION Gra07 \l 1033 ], [ CITATION che09 \l 1033 ][ CITATION Cha10 \l
1033 ],[ CITATION Eff \l 1033 ] and [ CITATION anu17 \l 1033 ]. Inquiries posed in the poll were
moored on the 5-point scale. profiles of the respondents were likewise recorded on the
parameters, for example, sexual orientation, age and income.

 Data collection procedure

Study is based on primary data. data is collected through google forms, a questionnaire was
created on google forms and then link was floated in collage and outside the collage with the
help of social media like WhatsApp, twitter and on Instagram. maximum responses are from
Jaipur Rajasthan. “questionnaire were anchored on the 5-point scale”. respondents only need
to mention their name and email id for filling up the form. Every response was recorded and
output was saved in Microsoft excel.

 Data analysis

After data collection from Microsoft excel the response were altogether checked and coded
with the end goal of factual investigation. The information was entered in Statistical Package
for Social Sciences (SPSS) adaptation 26. To analyze the unwavering quality(reliability) of
the exact data, consistency investigation(analyses) has been finished utilizing Cronbach's
alpha strategy. Cronbach's alpha is the proportion of inner consistency for example how
intently things are connected in the build . . multiple linear regression and hierarchical
multiple regression analysis were utilized to break down quantitative information gathered
through an organized poll(survey).

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RESEARCH FRAMEWORK AND HYPOTHESIS

The Research Framework of the study is presented below:

Health Socio Demographic


consciousness Factors
(HC)

Actual Buying
Perceived
Behavior
Price (PP) Attitude
Towards Purchase
Organic Foods Intention

Availability
of organic
products
(AVA)

 H1- Health consciousness has a positive impact on the consumer attitude towards
organic products.
 H2-Perceived price impacts the consumer attitude to organic food products.
 H3-Availability of the organic products positively impacts the consumer attitude
towards the organic products.
 H4-Attitude towards organic products impacts purchase intention.
 H5- Purchase Intention of the consumers impacts actual buying behavior of
consumers of organic products.
 H6- Gender of the consumers impacts actual buying behavior of organic products.

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HYPOTHESIS

1. Health consciousness (HC)

Health benefit is one of the importantreasons for the customer for buying organic products.
Liu (2007) states that health is an important factor influencing consumers to buy Organic
Products. Salleh et al. (2010) found in his research that variables of health have a positive
impact on consumer behavior towards organic products in Malaysia. Makatouni (2002) also
studied and concluded that health is the most important factor affecting consumer interest and
willingness to buying organic foods. Kim and Chung (2011) also stated that awareness
towards health is a most necessary factor for a consumer to buy a particular product and also
stated that consumer intention to purchase will be low were where the products offered are
unhealthy.
Therefore, Hypothesis 1(H1) is stated as follows: -
H1. Health consciousness has a positive impact on the consumer attitude
towards organic products

2. Perceived Price (PP)


Organic products are commonly muchmore costly than other products. So, priceis an
important factor affecting organic products. According toGan et al. (2008), he stated that high
price impacts on buying behavior of consumers. His research and findings states that there is
negative impact of high prices towards of purchasing habits of consumers. Also, D'Souza et
al. (2006) studied that if the prices are higher then there is high chance that consumer will
shift to other products. Whereas some people also have a positive attitude instead of high
prices towards the organic products (Radman, 2005).Therefore, Hypothesis 2(H2) is stated to
understand the relationship between the price and attitude of consumer towards the organic
products as follows:-
H2. Perceived price impacts the consumer attitude to organic food
products.

3. Availability of organic products (AVA)


An obstacle for consumption to organic products is availability in the market itself
(Makatouni, 2002). In many cities and countries one of the major problems in demand of
organic product is the lack of availability and easy access to organic products in the market
(Zundel and Kilcher, 2007). Young et al. (2010) states that unavailability of the products
shows a negative impact on consumer behaviour to organic food. On the other hand, a study
by Tarkiainen and Sundqvist (2005) quoted that the availability of the product has a positive
impact with the green purchase intent and behaviour. Mostly studies say that unavailability
and problem in accessing organic products are the major obstacles to buy the products (Padel
and Foster, 2005; Young et al, 2010).

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Based on all above statement, Hypothesis 3 (H3)is stated as below:-
H3. Availability of the organic products positively impacts the consumer
attitude towards the organic products.

4. Consumers knowledge on organic food


The improvement of purchaser conduct was upheld by the Hypothesis of Reasoned Actions
(TRA) by Fishbein and Ajzen (1975). This hypothesis investigates convincing effects on
conduct that is under the domain of a person on his own will to give a system of purchaser
conduct. Sheppard et al. (1988) expressed that the TRA gives a moderately straightforward
premise to forecast of disposition and expectation about conduct. As indicated by Liu (2007),
the best hypothesis to foresee the conduct of the purchaser about natural nourishment is TRA.
Shoppers have a need to comprehend what they buy to fulfill their requirements and needs.
Nourishment information is a significant factor that can influence purchaser conduct in which
information is an intellectual learning (Sapp, 1991). Buyer buy expectation would be unique
if shoppers have shifting degree of information (Chiou, 1998) In this way, mindfulness and
information about naturally created nourishments are fundamental in the customer buy
choices. A basic survey of discoveries of these investigations demonstrates that there is a
little buyer mindfulness about natural nourishment around the globe. This mindfulness is high
particularly in Europe where natural market is moderately well created when contrasted with
rest of world. Writing likewise proposes that shoppers have conflicting information about
what is 'natural'. For instance, Jolly et al. (1989) found that respondents expected natural
delivered is liberated from pesticides, no fake compost, no development controllers, and
buildup free items. Essentially, in a study, respondents in UK saw 'natural' cultivating to
suggest liberated from synthetic compounds, the nonattendance of development hormones,
and 'not seriously developed' or 'item developed normally' (Hutchins and Greenhalgh, 1997).
Consumers' knowledge of organic food has a positive influence on their attitude.

H4.Attitude towards organic products impacts purchase intention.

5. Purchase Intention and actual buying


While exploring organic food purchase behavior, studies have reported a discrepancy or
“gap” between consumers' expressed favourable attitudes and actual purchasing practices
(Tanner and Wol € fing Kast, 2003; Vermeir and Verbeke, 2008). Hughner et al. (2007)
found that while many consumers showed a positive attitude towards purchases of organic
food products (67%), only a less number of consumers (4%) actually purchased those
products.Similarly, Defra (2006) found that 30% of the consumers in the UK have expressed
their concern towards the environment, but rarelytranslated their concern into the actual
purchase of green products. It is thus clear that there exists a gap between consumers'
thinking and actual actions (Wheale and Hinton, 2007). This discrepancy between consumers'
favourable attitude and actual purchase behaviour of organic products is referred to as
attitude-behaviour gap. It indicates that consumer positive attitude towards organic products
does not always translate into action. It is essential to examine why favourable attitudes have
a weaker influence on purchase intention and actual purchase of organic food products; there
might be possible factors such as price and availability of the product, and social influences

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among others that lead to the discrepancy among consumer attitude, purchase intention and
actual buying behaviour. Therefore, we intend to test the effect of influencing factors (i.e.,
health consciousness, knowledge, subjective norm and price, and availability) on purchase
intention and actual buying behaviour.

H5. Purchase Intention of the consumers impacts actual buying behavior of


consumers of organic products

6. Socio- demographic factors


Different speculations exist which express that mentality alone doesn't influence conduct;
there are different components that not just impact conduct, yet additionally the quality of the
demeanor purchasing conduct relationship. Voon et al. (2011) found that socio-segment
characteristics are the components that impact the real purchasing conduct. Past
investigations have announced that sexual orientation impacts the buy conduct towards
natural nourishment items. Lockie et al. (2004) discovered that a higher extent of ladies than
men have inspirational perspectives towards natural nourishments. Stobbelaar et al. (2007)
researched that immature young ladies are increasingly positive towards natural items than
boys.found that more youthful purchasers are bound to pay over 6% higher premiums to
guarantee nourishment items are without pesticide. Additionally, Van Doorn and Verhoef
(2011) noticed that more youthful family unit favors natural nourishments more critically and
remember it for their buy. Other than these females with age 30e45, females having kids and
high extra cash like to go for natural nourishments (Dettmann and Dimitri, 2007). Rimal et al.
(2005) found that more established respondents were more averse to purchase natural
nourishments than more youthful respondents. It is additionally important to note the
opposing discoveries of Misra et al. (1991) that more establish people might be happy to go
astray and change to natural nourishment items because of wellbeing related reasons.
Ordinarily, family pay has a critical positive relationship with the natural nourishment buys
(Voon et al., 2011). Higher salary families purchase natural produce all the more regularly
(Govidnasamy and Italia, 1990; Loureiro et al., 2001). As per discoveries of Cranfield and
Magnusson (2003), wealthier family units are bound to spend, and even spend more on
natural nourishment items. Howie (2004) found that customers with pay less than $50,000 are
bound to buy natural nourishments. Due to these opposing outcomes, it is basic to inspect the
impact of segment factors on the real purchasing conduct of purchasers. In segment profits of
purchasers, instruction is another factor thought about significant for impacting the
acquisition of natural nourishments (Aryal et al., 2009). Buyers with advanced education
were more keen on buying natural nourishments than those with less instruction (Dettmann
and Dimitri, 2007).

H6. Gender of the consumers impacts actual buying behavior of organic


products.

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RESULTS
1. Age ?

The survey was conducted for different age group of respondent .Maximum respond
can be seen from 18-30 age group.
2. Gender ?

The survey was conducted for male and female group of respondent. Maximum respond
can be seen from male age group.

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Health consciousness (HC)

3. I am concerned about the type and amount of nutrition in the food that I
consume daily

The bar graph analysis shows on scale of 1 to 5 the concerned about the type and
amount of nutrition in the food that people consume dailyfood, where major
portion of survey showing with 33.9 % towards neutral side.

4. Organic Food is Good For The Health

The bar graph analysis shows on scale of 1 to 5 the organic food is good for the
health , where major portion of survey showing with 44.6 % .

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5. I am prepared a lot. to eat as healthy as possible

The bar graph analysis shows on scale of 1 to 5 the where major portion of survey
showing with 35.7 % towards neutral side.

Perceived Price (PP)

6. Organic Foods are Expensive

The survey shows that 35.7% out of the 56 respondents think that organic foods are
expensive

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7. The Price Of Organic Foods is in accordance with benefits

The survey shows that 35.7% out of the 56 respondents think that price of organic foods
is in accordance with the benefits.

Availability (AVA)
8. Organic Foods are easily obtained in the market

The survey shows that 37.5% out of the 56 respondents think that organic foods are
easily obtained in the market.

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9. I can buy organic product online

The survey conducted shows that out of the 56 respondents only 35.7% people think
that they can buy organic product online.

ATTITUDE (ATT)

10. I believe organic product is very useful to meet the nutritional needs

The survey conducted and out of the 56 respondents only 44.6% people believe that
organic product is very useful to meet the nutritional needs.

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11. Organic food products have higher quality than conventional ones

The survey conducted shows that out of 56 respondents 22 people think that organic
food products have higher quality than conventional ones.

12. I am convinced the consumption of organic food is a reasonable action

The survey conducted shows that out of 56 respondents 26 people are convinced about
the consumption of organic food is a reasonable action.

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Purchase Intention (PI)

13. I intend to consume organic products in the future

The survey conducted shows that 23 people out of the 56 respondents are intend
to consume organic products in the future.

14. I am always interested in buying more organic food for the family's needs

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The survey conducted shows that out of the 56 respondents 33.9% people are always
interested in buying more organic food for the family's needs.

15. I always intended to look for organic foods, although outside the city

The survey conducted shows that only 21 people out of 56 are always intended to
look for organic foods, although outside the city.

Actual Buying Behaviour (ABB)

16. I have been a regular buyer of organic foods

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The survey conducted shows that 33.9% out of the 56 respondents have been a regular
buyer of organic foods.

17. I still buy organic foods even though conventional alternatives are on sale

The survey conducted shows that 37.5% out of 56 respondents shows that they
still buy organic foods even though conventional alternatives are on sale

18. I never mind paying premium price for organic products

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The survey conducted shows that 39.3% out of the 56 respondents don’t mind in paying
premium price for organic products.

CORRELATION AND HYPOTHESES TESTING


CORRELATI
ON
  HC PP AVA ATT PI ABB
HC 1
0.50556
PP 4 1
0.17955
AVA 0.60785 5 1
0.63869 0.60592 0.46578
ATT 4 6 6 1
0.10214 0.61547
PI 0.67607 3 8 0.529998 1
0.08045 0.62608
ABB 0.49434 1 1 0.302534 0.666885 1

t-Test: Two-Sample Assuming Unequal


Variances
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  ABB ABB
Mean 3.451612903 3.08
Variance 0.670728793 1.011851852
Observations 31 25
Hypothesized Mean Difference 0
df 46
t Stat 1.491105317
P(T<=t) one-tail 0.071380031
t Critical one-tail -1.678660414
P(T<=t) two-tail 0.142760062
t Critical two-tail 0.063049836  

As per the result analysis we have noted that the we have taken excel as a tool in order to
determine the hypothesis and coefficient of correlation taking variables like comparison
between gender and age parameters in which we discussed about these two variables and
compare them using t-test in which we have compared two tables and frame the hypothesis as
follows:-
From the last hypothesis testing we have concluded result using t-test on gender variable and
on other variables we have used z- test for doing correlation of other variables of study.
H1:-Health Consciousness has a positive impact on the consumer attitude towards
organic products.
In H1 hypothesis with the help of z-test using variable as a gender has created a link health
consciousness with a positive relation between consumer attitudes towards buying the
organic products. So there is a positive correlation between health consciousness and attitude
towards organic products. So using z-test taking comparison variable as health consciousness
we notice that it is greater than 1 which implies positive and equal correlation between them.
We use h1-h5 as a regression model to test the analysis.
H2:- Perceived Price Impact Consumer attitude to organic food products.
In H2 hypothesis we have conducted multiple regression analysis to test the relationship
between influencing factors like (HC,KOF,SN,PP and AVA) and PI through mediating effect
following conditions must be satisfied :-
 Independent Variable must predict the mediator of the first model
 Second the independent variable in the second variable and the third the mediator
effect the dependence of the third model on the first model.

So using z-test we have compared the relationship between the variables perceived price and
attitude to organic products in which Consumer has high relation of attractiveness towards
organic products rather than the price we measure of the product and the correlation value is
greater than 1.
H3:- Availability of organic products positively impacts the consumer attitude towards
the organic products.
In H3 hypothesis we have taken z-test analysis in which mean of two variables are slightly
low as compared to the statistical mean so we have compared the availability of organic

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products have a positive relationship between consumer attitude toward organic products and
availability of products in the market. Since there is high availability of organic food in the
market and the value of correlation are greater than 1 so consumer attitude toward liking of
products and consumption power of consumer has increased. So the ATT factor mediates the
relationship between influencing factor and PI as all the conditions proposed. This model
explained 48% of the variance in PI caused by the predictors. So H3 is supported.

H4:- Perceived Price Influence the consumer attitude towards organic food products
In H4 hypothesis we have taken z-test analysis in which e have the mean of two variables
which are slightly high as compared to the statistical mean so we have known that consumer
has a high perceived price of buying organic products rather than other competitors in the
market because of high availability of organic foods in the market. So the value of correlation
is less than 1 because perceived price is increasing rather than attitude but has positive
impact on attitude of the organic products. So the ATT factor mediates the relationship
between influencing factor and consumer knowledge in all the conditions given and proposed
by the firm. This model explained 60% of the variance caused by ATT factor. So H4 is not
supported. A barrier to consumption of organic products is availability itself. So AVA factors
works more here. So consumer does not like to spend much time on searching for green
organic products because of less availability and scarcity of resources.

H5:- Perception of availability positively influences the consumer attitude towards


organic products
In H5 hypothesis we have taken z-test to compare two samples of the mean in which two
variables of gender i.e. male and female are taken and hypothesis test was done and two
means are compared from statistical mean in which there is slightly minimal according to the
statistical mean because the performance of behaviour is a combined function of intentions
and perceived behaviour control. It means the value of correlation is greater than 1 because
consumer attitude have a positive on purchasing towards organic products but it does not
translate into the action. So H5 is supported.
H6:- Influencing factor has a positive effect on purchase intention through mediating
effect of attitude
In H6 hypothesis we have taken z- test two compare influencing factor for mediating the
effect on purchase intention through mediating effect of attitude. So we intend to test the
effect of factors like purchase intention, health consciousness, knowledge, subjective norms,
price and availability toward attitude. So ATT factor mediates the influencing factor on
different variables of study. So the value of correlation lies between 0-1. So 70% of variance
is caused by ATT factor. So H6 is not supported.
H7:- Influencing factor have a positive effect on actual buying behaviour towards
organic food products through mediating effect of attitude and purchase intention.
In H7 hypothesis we have taken t-test to compare two samples from statistical mean. The t-
stat value by comparing two genders i.e. male and female with buying behaviour towards
organic products is 1.49 which is greater than 1 which means there is positive relation
between two genders male and female with buying behaviour which mediates 49% of the

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variance caused by ATT factor. So ATT does not mediates the effect of purchase intention
(PI) towards influencing factor i.e. Gender and the mean of two variables is greater than one
in comparison of gender variables with other factors. So H7 is Supported.

CONCLUSION

 The result of research shows that people are much inclined towards the organic foods.

 Comparison of community transformation shows that urban population is not that


aware towards the organic food as compared to rural population.

 The working class comparison show that people with job profile are less inclined
towards the organic food because of proximity of time.

 The gender parity issue is also seen in the research paper as male are conscious
towards the organic food as compared to female sample.

 The issue with preparation of organic food containment has become the major issue
which shows more upbringing towards the organic food awareness.

 The population size targeted shows that people are ready to consume the organic food
if made available to them easily.

 On other hand price issue has also come up which make the popularity of organic
food much an issue of concern.
 The sample size with fitness conscious has more inclined towards no matter at what
price it might available to them easily.

 The trend also shows the positive side as well of organic food industry which shows
tremendous increase in consumption rate in the coming future.

 The major supplies issue are of major concern where the demand supply situation has
more concern and alarming.

 The prefer use of organic food will be found of prolonged consumption over the near
future consumption matters. 

 The psychology of consumer also need to be demonstrated and prevalent to the


autonomous pattern of consumer.

 Where the trends have also shows that psychology of consumer will be much more
effective if they can be upbringing by mode of advertisement method.

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SUGGESTIONS

These drawbacks can be covered via:


1. More good quality promotion.
2. The target consumer should be chosen as youth and working class.
3. Easily available near the markets and online and at good cost.
4. They should set up good public relations attained with a trustworthy bond between
consumer and manufacturers.

REFERENCES

al, E. e. (n.d.). 2015.

al, G. e. (2000).

Chakrabarti. (2010).

chen. (2009).

Magistris, G. a. (2007).

singh, a. (2017).

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