Factors influencing buying behaviour of organic food : an empirical study of young consumers in India

Gurmeet Kaur Matharu, Southern Cross University

Document Type Thesis

Abstract

The factors that drive organic food (OF) buying intentions and consumption behaviours of young Indians is poorly understood. The research investigated these factors along with the moderating effect of cultural values. Data were obtained from 401 students from universities in India through online surveys. Attitude towards OF purchases, subjective norm, and perceived quality were found to significantly influence OF purchase intention; environmental concern, perceived consumer effectiveness and price consciousness did not. Young consumers, mostly urban, from high-income families, general social class with a culture of high uncertainty avoidance, long-term orientation and indulgence have the most favourable mindset towards OF.