STUDY IMPACT ON CONSUMER PURCHASE INTENTION TOWARDS FOR ORGANIC PRODUCTS WITH REFERENCE TO KANCHIPURAM DISTRICT
Abstract
This study aims to explore the factors affecting consumer purchase intentions towards organic products in Kanchipuram District. It investigates the role of health consciousness, environmental awareness, social influences, and economic factors in shaping these intentions. The research employs a survey method, collecting data from a diverse group of consumers in Kanchipuram. The findings provide valuable insights for marketers and businesses aiming to penetrate the organic product market in this region. The study employs a quantitative research design, utilizing surveys to collect data from consumers in the district. Through statistical analysis, including regression analysis and correlation, the study examines the relationship between consumer attitudes, perceptions, and purchase intention towards organic products. The objectives of the study was used to analyse the socio-economic profile of the sampled consumers and their knowledge about Organic products. To examine consumers' preferred marketing channels and their impact on shaping perceptions and purchase decisions related to organic products. The Convenience sampling (Non-probability sampling technique) is adopted to select the samples from the target population. Hence, the final sample size of the present research is 793. The Statistical techniques used Mean, Standard Deviation, Weighted Average Method, Regression, Correlation and Friedman Tests and SEM.Additionally, demographic factors such as age, gender, income, and education level are considered to understand their influence on consumer behavior. The findings of the study provide insights into market opportunities, challenges, and policy recommendations for promoting sustainable consumption patterns and supporting the growth of the organic products market in Kanchipuram District.
Keyword : Consumer Purchase, Intention, towards, Organic Product.
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
1. Ahmad, H., Shah, I. A. & Ahmad, K. (2001) Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of business Research, vol.65, no.9, pp.1254-1263. 2. Arısal, İ.andAtalar, T. (2008) A Study on Consumer Purchase Behaviour towards Organic Products, International Journal of Science and Research, Volume 4 Issue 8, August 2008, pp. 1906-1908. 3. Greece by Chryssohoidis and Krystallis (2007) Consumers‟ Buying Behavior towards Organic products: Evidence from the Emerging Market, Malaysian Management Review, Vol. 51 No. 2, pp. 7-25. 4. Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour: An International Research Review, 6(2-3), 94-110. 5. Jaafar, Lalp and Naba, (2010) Evaluating the purchase behaviour of organic product by young consumers in an emerging market economy, Journal of Strategic Marketing, Volume 27, Issue 6, pp: 540-556. 6. Janssen, M., & Hamm, U. (2012). Product labeling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference, 25(1), 9-22. 7. Kim & Chung, (2009) The Purchase Intention of Organic products among Working Adults in Penang, Malaysia, Journal of Business and Management, Volume 20, Issue 3. Ver. VI, pp: 48-59. 8. Shampy Kamboj (2023) Consumer behavior and purchase intention for organic product: A review and research agenda," Journal of Retailing and Consumer Services, vol. 38(C), PP: 157-165.