Indian Consumer Buying Behaviour towards Organic Foods: Empirical Evidence

The primary aim of this research identifies four important determinants influencing the purchasing intentions for organically produced foods from extant research, with a view to understanding relational significance between these key determinants and those buyers from the cities of Bengaluru and Chennai in India. Four hypothesis were developed and subsequently tested, with a final sample of 870 respondents. Multiple regression analysis indicated that the determinants of: food quality, convenience and price, and supporting local farmers had a significant influence on consumer purchase intentions. However, supporting local farmers had a negative significance. Furthermore, animal welfare had no significant relationship with purchase intention. Results also alluded to a distinct need for the Indian government, strategists, farmers, and marketing professionals - to focus more attention on the benefits of organically produced foods in order to rapidly grow this important market.