Essay upon Literature Review

Consumer's Perception and Purchase Intentions

Towards Organic Food Products:

Christ University Start of Supervision

Team Members:

Chintan Desai

Amal Rajvanshi

Kardani Savan

Lovneesh Singh

Sarmistha Ghosh


According to Wier and Calverley (2002), customer interest in organic and natural food products is growing tremendously in numerous industrialized countries during the past ten years. It is observed that the organic and natural food products is usually one of the quickest growing areas of the food industry in The european union, Northern America, Australia and Japan with sales becoming in excess of $114. 5 billion dollars in 1999 (Makatouni, 2002).

Today, organic consumption is usually closely linked not only with health concerns, although also with cultural, economic and ecological sustainability. Agricultural and food skillfully developed agree the fact that peak from the organic food products trend hasn't yet recently been reached and still a lot of international growth potential in the organic marketplace (Ebrahimi, 2007).

A review by The Nielson Company in 2005 showed that more than 60 % of Singaporean claimed in order to organic foods and the majority offered personal well being as their key motivation (The Straits Occasions (Singapore), November 21, 2007).

According to Schlegelmilch, Bohlen and Diamantopoulos (1996), socio-demographics have been the most widely used adjustable for profiling purposes as a result of relative ease where it could be measured and applied. This is certainly supported by Bagozzi, et ing. (1998) in which he agreed that demographic variables; age, gender, household income and family members size are generally used by online marketers to segment market. Furthermore, they are regular and easily available and internet marketers believe that consumer behaviours are quite related to these variables (as cited in Greenwell, Fink and Miscuglio, 2002, s. 233).

A great analysis of literature suggests that, among psychographic variables, concern about health, food security, impact on environmental surroundings and animal welfare because the key explanations why consumers obtain organic foods (e. g. Mintel, 99; Soil Connection, 2000, as cited in Harper and Makatouni, 2000, p. 287).

1 . 1 Research objective

Consumer involvement in organic food products has grown significantly during the past a decade in many industrialized countries. This kind of study tried - To gain knowledge about consumer attitude to organic food products consumption. - To see whether there is virtually any potential for buyer to change their particular behaviour. This is because before any kind of behaviour may be changes, you ought to evaluate the current state of consumer understanding and expertise. The link among attitude, purpose and behavior has been explained by Ajzen (1985, 1988), Ajzen and Fishbein (1980). This theory is dependent on assumptions that the person's motives are a function of a certain beliefs. Some of these values influence the individual's attitude toward the behaviour. Specifically, his attitude to performing the behaviour relates to his beliefs that carrying out the actions will lead to a certain results. Thus, buyers who have more positive beliefs regarding purchasing organic food products will have more positive attitudes towards their particular organic obtain.

Moreover, Sets off and Shepherd (1992) located the theory of planned actions models have already been proven useful in explaining and predicting purchase behaviour pertaining to organic products. Individuals are among individuals who have made their particular purchases along with organic food products, consumer who by no means purchase any organic product and those who just got an intention to get organic food products. It is necessary to evaluate the ingestion behaviour or perhaps consumer which can be related to improved consumer demand for organic foods. Particularly, there are several potential social-demographic differences between consumer inside the belief and consumption behaviour towards organic food products (Lockie et approach., 2002; Lea and Worsley, 2005).

In order to promote organic food products,...

Recommendations: Chinnici, G., D'Amico, Meters. and Pecorino, B. (2002). A multivariate statistical research on the customers of organic products. British Food Journal, 104(3/4/5), 187-199.

Davies, A., Titterington, A. M. and Cochrane, C. (1995). Who get organic foods? A profile in the

purchasers of organic food products in Upper Ireland

Essoussi, L. L. and Zahaf, M. (2008). Decision making procedure for community organic and natural food products

consumers: an exploratory study

Fotopoulos, C. and Krystallis, A. (2002). Getting motives and profile with the Greek organic consumer: A national survey. Uk Food Log. Vol. 104, No . on the lookout for, pp. 730-765.

Greenwell, To. C., Fink, J. H. snd Pastone, D. D. (2002). Awareness of the services experience: Applying demographic and psychographic factors to identify buyer segment. Sport Marketing Quarterly,

Vol. 14 No . some, pp. 233-241.

Harper, G. C. and Makatouni, A. (2002), British Food Record. Vol. 104 No . 3/4/5, pp. 287-299).

Harper, G. C. and Makatouni, A. (2002), Customer perception of organic foods production and farm pet welfare. British Food Journal. 104(3/4/5), 287-299).

Jones, G., Hill, C. C. and Hiller, Deb. (2001). Case study: Retailing organic food products. English Food


Kalafatis, S. P., Pollard, M., East, R. and Tsogas, Meters. H. (1999). Green marketing and Ajzen's theory of planed behaviour: a cross-market evaluation. Journal of Consumer Promoting, 16(5), 441-460.

Krystallis, A. and Chryssohoidis, G. (2005). Consumers' willingness to pay for organic and natural food products:

Factor that affect it and variation every organic product type

Magistris, T. and Gracia, A. (2008). Your decision to buy organic and natural food products in Southern Italia.

Magnusson, Meters. K., Arvola, A. Hursti U. T., Aberg, D. and Sjoden, P. (2001). Attitudes towards organic foods among Swedish consumers. British Food Diary. Vol. ciento tres, No . 3, pp. 209-226.

Makatouni, A. (2002). What motives consumers to buy organic food products in the UK? Result from a qualitative study. British Meals Journal, Vol. 104, Number 3/4/5, pp. 345-352.

Onyango, B. Meters., Hallman, W. K. and Bellows, A. C. (2007). Purchasing organic and natural food products in U. T. food devices: A study of attitudes and practice. Uk Food Journal. Vol. 109, No . a few, pp. 399-411.

Padel, H. and Foster, C. (2005). Exploring the distance between attitudes and behavior. Understanding how come consumers purchase or tend not to buy organic and natural food products. Uk Food Journal, 107(8), 606-625.

Radman, M. (2005). Buyer consumption and perception of organic products in Croatia. United kingdom Food

Record, 107(4), 263-273.

Rimal, A. P., Celestial body overhead, W. and Balasubramaniam, S. (2005). Agro-biotechnology and organic food products buy in the United Kingdom. English Food Diary, 107(2), 84-97.

Roddy, G., Grown, C. and Hutchinson, G. (1994). Organic foods: A description in the Irish Industry.

Sparks, G. and Shepherd, R. (1992). Self-identity plus the theory of planned conduct: Assessing the role of identification with " Green Consumerism”. Social Psychology Quarterly, 55(4), 388-399.

Tsakiridou, Electronic., Boutsouki, C., Zotos, Con. and Mattas, K. (2008). Attitudes and behaviour to organic products: an exploratory examine. International Journal of Price tag & Division Management, 36(2),


Wier, M. and Calverly, C. (2002). Market penetration to get organic foods in European countries, British Food

Journal,. 104(1), 45-62.


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