International Journal of Emerging Research in Engineering, Science, and Management
Vol. 4, Issue 1, pp. 31-36, Jan-Mar 2025.
https://doi.org/10.58482/ijeresm.v4i1.4

An Analysis of the Variables Influencing Consumers' Purchasing Decisions for Organic Food Items in Rajkot

Thakrar Pooja Tulshibhai

N. D. Zala

Research Scholar, Department of Commerce, Saurashtra University, Rajkot, Gujarat, India.

Associate Professor, Department of Commerce, Saurashtra University, Rajkot, Gujarat, India.

Abstract: This study explores the key factors influencing consumer behavior in the organic food market of Rajkot City. Empirical research reveals that price is the most significant determinant across demographic groups, strongly influenced by age, education, occupation, and monthly income. Age and income moderately affect brand perception, suggesting its relevance for specific consumer segments. Taste plays a crucial role, particularly among different genders, and is slightly influenced by education, highlighting the importance of sensory appeal in purchase decisions. While health benefits, environmental concerns, and organic certifications show limited demographic influence, they remain universal motivators for organic food consumption. The study also identifies key barriers: gender influences perceptions of limited availability, while age and education significantly affect awareness levels. Additionally, education impacts perceptions of availability, and occupation plays a role in consumer awareness. Notably, monthly income does not significantly affect any of the identified barriers. These insights contribute to a better understanding of consumer preferences and challenges in the organic food sector, offering valuable implications for marketers, policymakers, and businesses aiming to promote sustainable and organic consumption in Rajkot City.

Keywords: Consumer Behavior, Demographic Factors, Organic Food, Purchasing Decisions, Rajkot City, Sustainability.

References:

  1. Prasanth U and Sivakanni S, “A Study on Consumer behaviour towards Organic Product,” International Journal of Research Publication and Reviews, vol 4, no 8, pp 3355-3359, Augt 2023, doi: 10.55248/gengpi.4.923.52091.

  2. S. Monier, D. Hassan, V. Nichèle, and M. Simioni, “Organic food consumption patterns,” Journal of Agricultural & Food Industrial Organization, vol. 7, no. 2, Dec. 2009, doi: 10.2202/1542-0485.1269.
  3. “APEDA catapults agricultural exports from modest USD 0.6 billion exports in FY1987-88 to USD 26.7 billion in FY 2022-23.” https://www.pib.gov.in/PressReleasePage.aspx?PRID=2006731
  4. S. Srivastava, “Indian consumer’s attitude towards purchasing organically produces foods: an empirical study,” International Journal of Economic Perspectives, vol. 15, no. 1, pp. 1-14, Dec. 31, 2021, available at https://ijeponline.com/index.php/journal/article/view/239
  5. M. B. Basha, A. Ghafar, F. Wahid, G. A. Hafidh, E. A. Shaer, and M. F. Shamsudin, “Consumer Buying Behaviour towards Organic Food – A Case of UAE,” Transnational Marketing Journal, vol. 9, no. 1, pp. 151-165, 2021, doi: 10.33182/tmj.v9i1.1028
  6. “Gene Technology Act 2000,” Federal Register of Legislation. https://www.legislation.gov.au/C2004A00762/2016-07-01/text (accessed Dec. 11, 2024)
  7. K. G. Grunert, L. Lähteenmäki, N. A. Nielsen, J. B. Poulsen, O. Ueland, and A. Åström, “Consumer perceptions of food products involving genetic modification—results from a qualitative study in four Nordic countries,” Food Quality and Preference, vol. 12, no. 8, pp. 527–542, Dec. 2001, doi: 10.1016/s0950-3293(01)00049-0.
  8. R. M. Krishna and P. Balasubramanian, “Understanding the decisional factors affecting consumers’ buying behaviour towards organic food products in Kerala,” E3S Web of Conferences, vol. 234, p. 00030, Jan. 2021, doi: 10.1051/e3sconf/202123400030.
  9. R. Harikrishnan, L. Mohan, and A. Shivdas, “Green Consumers Purchase Intentions and Sustainable Consumption of Organic food Products: A Conceptual Framework for the Indian Middle-Class Market,” in Studies in systems, decision and control, 2024, pp. 353–365. doi: 10.1007/978-3-031-51997-0_30.
  10. S. Garg, K. P. Narwal, and S. Kumar, “An impetus for the research paradigm of determinants of purchase intention of organic food consumers: empirical insight from India,” Social Responsibility Journal, vol. 20, no. 10, pp. 1833–1853, Jul. 2024, doi: 10.1108/srj-04-2024-0221.
  11. S. Monier, D. Hassan, V. Nichèle, and M. Simioni, “Organic food consumption patterns,” Journal of Agricultural & Food Industrial Organization, vol. 7, no. 2, Dec. 2009, doi: 10.2202/1542-0485.1269.
  12. M. Bazhan, F. S. Sabet, and N. Borumandnia, “Factors affecting purchase intention of organic food products: Evidence from a developing nation context,” Food Science & Nutrition, vol. 12, no. 5, pp. 3469–3482, Feb. 2024, doi: 10.1002/fsn3.4015.
  13. Shobha, Dr. Chidananda H L, Dr. Nagarathnamma J, “Factors Affecting Buying Behaviour of Organic Products in Bangalore: An Empirical Analysis,” International Journal of Research and Analytical Reviews, vol. 10, no. 2, pp. 66-70, April 2023.
  14. B. Melovic, D. Cirovic, B. Dudic, T. B. Vulic, and M. Gregus, “The analysis of marketing factors influencing consumers’ preferences and acceptance of organic food Products—Recommendations for the optimization of the offer in a developing market,” Foods, vol. 9, no. 3, p. 259, Feb. 2020, doi: 10.3390/foods9030259.
  15. S. B. Lian, M. Safari, and S. Mansori, “The marketing stimuli factors influencing consumers’ attitudes to purchase organic food,” International Journal of Business and Management, vol. 11, no. 10, p. 109, Sep. 2016, doi: 10.5539/ijbm.v11n10p109.
  16. N. H. Istiasih, “Organic food consumption behaviour: sustainability, symbol of social class, luxury and price,” International Journal of Humanities Education and Social Sciences, vol. 3, no. 3, Dec. 2023, doi: 10.55227/ijhess.v3i3.811.
Download PDF