Consumer Purchasing Process of Organic Food Product: An Empirical Analysis

The objective of the paper is to define the consumer's behavior towards organic food purchase. There are several studies results have shown that the benefits, issues and importance of organic food. The organic or natural farming stimulus the consumers to buy organic food product. The aim is to find out the factor influencing the consumers to buy an organic food product and also identify the major reasons to purchase organic in an emerging economy. The buying behavior of consumers was predicted based on trust, intention, expression, personal and social norms. Data gathered from 240 respondents in Bangalore city, India, the Structural Equation Model (SEM) was used to examine the theoretical model of consumers' behavior. The SEM result shows that trust (r= 0.26), intention (r= 0.34), expression (r= 0.18), personal and social norms (0.33) are statistically significant with consumer behavior. Consumers Intention, personal and social norms are highly influencing the organic food product in India.