A Study on The Determinants of Purchase Intention Towards Organic Food Products

Abstract

The increasing concern for health and the environment has led to a high demand for Organic food products. This study aims to identify the factors that affect consumers’ intention to purchase Organic Food, focusing specifically on Trust, Price, Health, and Environmental Concerns. The questionnaire was constructed using a five-point Likert scale, and a total of 245 consumers were gathered. The statistical approaches used for data analysis were Descriptive statistics, Independent sample t-test, One-way ANOVA, and the Duncan Multiple Range test. The findings indicate the significance of consumers’ health and environmental consciousness, as well as their level of trust in the certification of Organic Food Products, which shape their intention to purchase. This study helps marketers and policymakers to increase the sales of Organic Food Products by addressing consumers’ concerns about product credibility, awareness, and price issues of consumers.