ABSTRACT

Consumers approach the market with certain basic decision-making approaches. Consumer Styles Inventory can be used to assess these various decision-making styles (CSI). Researchers find out the purchase of organic food based on Sproles and Kendall's (1986) model to find out a consumer intention. This decision-making approach can be used for a variety of commodities and situations (Walsh, Hennig-Thurau, Wayne-Mitchell &Wiedmann, 2001a) based on that model researchers can predict consumers' intention towards organic foods. In this existing style like consumer decision-making style might be Characteristics of eight by Sproles and Kendall.This section has known the existing holes in the organic food literature and practice as an important step in moderating the worthwhileness of the current study. It emphasized that the issues at hand have not been researched sufficiently. In this model, proposed additional models have been added within the existing model. In addition, four factors are used to determine a buying behaviour that induces a consumer's intention to purchase organic food: environmental awareness, health concerns, the longevity of life, and high nutritional value. The sampling design shows that the study participants were drawn from Coimbatore district consumers who shop at selected stores. Coimbatore is primarily an agrarian base of the district common man’s interest for organic food products are well established and functioning of more than 70 organic retail stores across cities. These factors motivated the researcher to select this region for the field research. The empirical study is primarily focused on consumers’ inhabitants in Coimbatore city. The sample size of 534 respondents was determined using a non-probability convenience sampling technique.The result of the structural equation model confirmed that Health consciousness, Environmental consciousness declared that there existsa close association between the Customer Style Inventory(CSI) and the food purchase intention towards organic food. Keywords: Organic Food, Consumer intention, Health consciousness, Environmental concern
Publication date: 15/01/2022

https://ijbpas.com/pdf/2022/January/MS_IJBPAS_2022_JAN_SPCL_1065.pdf

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https://doi.org/10.31032/IJBPAS/2022/11.1.1065