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Determinants of Consumer Behaviour towards Organic Vegetables
Author(s) : Divya Vijayan, Research Scholar, Dept. of Rural Marketing Management, CCBM, KAU. Dr. K.N. Ushadevi Professor and Head, Dept. of Rural Marketing Management, CCB&M, KAU. Krishna R. Assistant Professor, Dept. of Commerce, Christ College (Autonomous), Irinjalakuda, Thrissur.Volume & Issue : VOLUME 7 / 2019 , ISSUE 2
Page(s) : 29-34
Abstract
People nowadays are more aware of the necessity of consuming organic vegetables intake and have become increasingly aware of the use of highly toxic chemicals in vegetable cultivation causing health hazards to human beings and the negative impact it has on the environment. The purpose of this study was to analyze the determinants of consumer purchase behavior towards organic vegetables. The study was conducted in the central zone of Kerala. A sample of 60 consumers was selected and data were collected using structured questionnaires. Results of the study revealed that price, chemical and pesticide free vegetables, ecofriendliness, health concern and availability are the most important factors influencing the purchase behavior. Study also proved that education and age are key determinants for consumer preference towards organic vegetables.
Keywords
Organic farming, organic vegetables, eco-friendly, purchase behaviour, consumer preference
References
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