In recent years, consumers have become aware of the harmful effects of chemicals in food. People are willing to consume food that is not harmful to their health and find organic foods to be a good alternative. Besides being good for health, organic food is good for the environment as well. Therefore, organic food has economic and social benefits. The intention of consumer to purchase organic foods has been an interesting study area and number of researchers has conducted numerous studies in understanding what influences people to purchase organic food products. However, results of these study were contradictory. Hence, this research study was conducted to overcome this research gap. The current study analyses the purchase intentions of consumers about the consumption of organic food using the TRA paradigm with a particular focus on consumer attitude and subjective norms. This research has adapted descriptive research in the form of cross-sectional design. The sample of the study comprised 150 consumers. The standardised questionnaire was distributed by means of convenience sampling to individual consumers who intend to buy organic food. Data is analyzed using Statistical Package for Social Science (SPSS). The results of research study showed that consumer attitude and subjective norms towards organic food purchase was positively predicting the consumer purchase intention. Finally, this study concludes with important implications for manufacturers and government.
Download
Download XML