Study of factors influencing consumer purchasing behaviour for healthy food products

Abstract

Organic food is growing rapidly and currently about 160 countries and 1.8 million people practise organic agriculture. (Kilcher). The major reason for growth in consumption of organic foods is the growing commercialization of agriculture which over the years has led to environmental degradation and depletion of nutrients from foods leading to a demand in minimally processed organic products. Organic farming also helps farmers in self-sustainability (Kallaivani, 2016). Unlike local food, there is a well-defined criterion for organic foods. The Food Safety and Standard Authority of India defines it as, “Products of holistic agricultural practices focusing on bio-diversity, soil health, chemical free inputs etc. with an environmentally and socially responsible approach that have been produced in accordance with organic production standards.” (FSSAI, 2020). These standards differ according to countries and within the same geography too, hence not only the definition of organic food changes but also different consumers have different perceptions about organic foods (Kallaivani, 2016). ‘Green’ and ‘friendliness’ are the two words most associated with organic foods globally. For example, organic food sold in polythene bags creates an adverse impact on the consumer.