Factor Influencing Consumers Attitude towards Organic Products (original) (raw)
The present study attempts to investigate the factors influencing consumers' attitude towards organic products. Data were collected from 206 respondents using a structured questionnaire on 5 points Likert scale through convenience sampling approach. Data were analysed using Exploratory Factor Analysis (EFA). The study found socially responsible consumption as the most critical factor influencing the consumer to buy organic products. High price and limited availability were the factors negatively influencing consumer attitude towards the organic product. The study suggests that price and availability should be considered as essential parameters while devising a strategy for organic products. Words such as “safe”, “healthy” and environmentally friendly “could be emphasised during the promotion, which will present a positive image of organic products in the mind of the consumer.
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