A study on organic foods purchase intention of Indian customers: a structural approach

Abstract

Nowadays, customers are more interested toward a healthy way of life. They apprehend that the meals they are consuming have direct impact on their health and they are preferring organic food over the food prepared with the help of harmful chemicals. Indian population is showing a huge interest in the use of natural meals. It is very difficult for a businessman to know the changing buying habit of customers, so the current research is very useful to understand the affecting factors on the buying attitude of Indian organic food customers. This study proposed a research model and used a questionnaire to collect the data of 200 organic food users. The information evaluation has used confirmatory factor analysis (CFA) to establish validities of the instrument and in the process, identified that every indicating variable has meditated their primary constructs. After the CFA, it is described that the perfect fit for the statistics contemplated by the form of measurement. Path analysis approach was used to test the causal effect association with several constructs (structural model). The association ship model for buying intention may additionally assist the agency in dealing with the market for organic food.