Factors Influencing Consumer Behavior Towards the Purchase of Organic Food Products

The organic food industry has experienced rapid growth in recent decades. The industry is relatively new to developing countries compared to developed countries. Since India has the potential to produce organic products, it is essential to study factors that influence consumers' intention to buy them. The present study was designed and implemented for this purpose. In this cross-sectional study, 600 consumers were selected from Amritsar, Jalandhar and Ludhiana region of Punjab. This study can be beneficial for the organic product producers as well as marketers in understanding the factors influencing the consumer behavior towards organic products. The present study adopted the descriptive study design, which describes the nature of variable under study and their relationship. The study analyses the Consumer Buying Behaviour towards Organic Food Products in selected area of Punjab (India).