Exploring the Influence of Sociodemographic Factors on Purchase Intention for Organic Food Products in the Indian Market

Abstract

The rising awareness of potential health risks associated with conventional food consumption is driving an increasing preference for organic alternatives in India. This trend, coupled with the growing popularity of e-commerce and a shift in consumer demands, is expected to significantly accelerate the growth of India's organic food market. However, consumer behavior is influenced by more than just personal preferences; research suggests a significant role played by sociodemographic factors in shaping purchase decisions. This study aims to bridge the gap in existing research by investigating the influence of these characteristics on purchase intentions specifically related to organic food products in the Indian context.

Employing a descriptive research approach, a well-designed questionnaire was distributed to a sample of 150 individuals, derived through a snowball sampling method, and secured 121 valid responses. The questionnaire was informed by established research on consumer behavior and organic food consumption, drawing upon the works of Chiew Shi Wee et al. (2014) and Anupam Singh & Priyanka Verma (2017), among others.

The findings reveal a positive correlation between income and purchase intention for organic food products. This suggests that individuals with higher disposable income are more likely to purchase organic options. Similarly, a statistically significant association was observed between educational attainment and purchase behavior, with individuals holding college degrees exhibiting a greater propensity to purchase organic products. This aligns with the possibility that higher education levels may enhance health awareness and appreciation for the potential benefits of organic food, ultimately influencing purchasing decisions.

This research reinforces existing knowledge that consumer choices regarding organic food are influenced by various factors, with sociodemographic variables like income and education playing a more prominent role than the market's stage of development (developed vs. developing).