Title: CONSUMER’S PSYCHOLOGY TOWARDS THE PURCHASE OF ORGANIC FOOD PRODUCTS: AN EMPIRICAL INVESTIGATION
Abstract: This study provides a valuable insight into the behavior of Pakistani consumers regarding organic food products by investigating the factors that influence consumer’s attitude towards organic food products. The purpose of this study is to systematically examine the philosophical background ethical and green consumerism that may affect purchase intentions of a consumer and ultimately marketing activities. For this purpose survey is conducted based on adapted questionnaire. The data is collected form university students and analyzed through regression analysis to determine the impact of consumer psychographic, subjective norms, past experience and perceived behavioral control on consumer buying intentions. The major findings of this research study were: a significant and positive impact of consumer psychographic and attitude; a significant and positive influence of attitude, subjective norms and perceived behavioral control on purchase intention and perceived behavioral control significantly moderates the relationship of attitude and purchase intention. The result of this study reveals that retailer can develop effective marketing strategies by emphasizing on the philosophy of green consumerism.
Publication Year: 2015
Publication Date: 2015-08-20
Language: en
Type: article
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