‘’ENVIRONMENTAL CONCERN AND HEALTH
CONSCIOUSNESS TOWARDS BUYING
BEHAVIOUR OF ORGANIC FOOD “
Presented by:-
Arjun Sinha (11812911)
Halima Khatun (11812729)
Anamika Doon (11812591)
Organic food is a niche market with sustained
growth over last few years, which is grabbing the
attention of researchers, food companies, and the
agriculture department. In 2003 the Organic Trade
Association reported over 10.4 billion dollars sales,
with a growth of 20.4%. .
Consumer buying behavior refers to selection,
Introduction purchase and consumption of products and
services for satisfying their wants.
Factors affecting to buying decision making
process: attitude, preferences, intentions,
social, cultural, economic, personal and
psychological.
BEHAVIOUR
Conceptual
Model:
• Conceptual model is Perception
a representation of
concepts which are
used to help people PRE-PURCHASE PURCHASE
know the subject ATTITUDES
EVALUATION INTENSION
AWARENESS
model represents.
HEALTH
To check the relationship among
factors influencing the buying
behavior of organic food
-To study the factors influencing
Objectives the buying behavior of organic
food
-To study the role of health
consciousness and environmental
concern in buying behavior of
organic food
Research Methodology
Research means different thing to different people and the reason to conduct research on buying
behavior of Organic Food Products, details the procedure necessary for obtaining the information
needed to structure and solve the research problem. It set the base for conducting the project.
Research Design: It is a blueprint that we are used in research in this term we understand the
detailed procedure of the research and design.
Data Collection: Primary data is a main source of data collected through online method of digital
survey and as well as offline method of questionnaires
Research strategy: In this study, Sample Selection: Sample will be
online survey method will be selected by judgement of the various
considered for collecting data and surveyor. Certain discussion was
analyzing the opinion of various taken care while selecting the sample
customers. And data will also be like- responded should be aware of
supported by literature review of English and should buy organic
previous researches undertaken. food.
Sample Sizes: The Sample sizes of Data collection: Primary data will
300 respondent is be selected from be the main source of data
Lovely professional university faculty collections via online and offline
and from employees. mode of questionnaires.
Statistical Tools: In order to
identify factors that motivates
Data collection: Primary data and motivates and restricts to
will be the main source of data organic food. The technique of
collections via online and offline factor analysis was applied for
mode of questionnaires. which we have used SPSS in
order to apply factor analysis on
the data variables.
Factor Analysis and regression analysis
• As data collected for identifying the buying behavior of organic food was on
a five opinion Likert scale where 1 represented disagreement and 5
represented agreement, so principal axis factoring procedure was used to
extract factors from the list of variables.
• Factor analysis is a technique that is used to reduce a large number of
variables into fewer numbers of factors. This technique extracts maximum
common variance from all variables and puts them into a common score. As
an index of all variables, we can use this score for further analysis.
•The value of KMO being 0.863 supported the objective of reducing several variables into fewer
factors by showing measures of appropriateness of factor analysis.
•Extraction method is principal component analysis from the table of Total variance explained it can
be interpreted that ten factors have been immerged by applying factor analysis and they are able to
explain 62.819% of the variance which is sufficient to consider the ten factors. Based on question
frame it can be concluded that the ten factors when the travelers are looking information on the online
portals or websites.
• From the above graph, we
can see that 100% of total
respondents are having
education qualification up-
to undergraduate, 53.7% of
total respondents are
having education
qualification up-to
graduate, 29.4% of total
respondents are having
education qualification up-
to post-graduate and
remaining 10.4% are
having education
qualification above post-
graduate. But, maximum
number out of total
respondents are having
education qualification up-
to graduate.
Regression analysis is a reliable method of identifying which variables have impact on a topic of
interest.
• We know that R-square is a goodness-of-fit measure for the linear regression models. It indicates that
the percentage of variance in the dependent variable that the independent variables explain collectively.
• It also measures the strength of the relationship between our model and the dependent variable on a
convenience 0% to 100%.
From the above table, it is found that the R square is 0.406 this indicates that the
determination power of the regression equation is about 27%. Hence, 27% variation in
the system is explained. The standard error of the estimates is 0.651.
An ANOVA test is a way to find
out if survey or experiment
results are significant. In other
words, they help you to figure
out if you need to reject the null
hypothesis or accept the
alternate hypothesis. Basically, The F ratio (ANOVA) is 2. 989.Therefore the
you're testing groups to see if model is acceptable. The regression model
there's a difference between
them. is estimated by enter method.
Example of when you might
want to test different groups: the
purchase intention of organic
food products.
And the relationship between
the customers purchase
intention and actual buying
behavior towards organic food.
There should be more respondent
for questionnaires.
The rural area should be covered as
Recommendation well as with urban areas across the
country.
The study should more focus on
authenticity of the information
provided on social media
platforms.
• The responses have been collected only from
Limitation the earners not from students.
No research is done
without knowing the • The study is mainly concentrated on buying
limitations we have f behavior of organic food.
aced in conducting a • The size of the sample is limited to time and
study that will apply resources.
to the analysis the
learning • The outcome is assuming that the respondent
like the others, this re s given accurate information.
search has some dra
wbacks listed below:
Conclusion:
• After analyzing all the data collected from questionnaires and further interpretation with
factor analysis and regression analysis, we came to know that now a days people are
becoming health conscious they are consuming more of organic food to stay fit and healthy.
If organic food is easily available at all regions consumers are ready to pay the premium
price for organic food. It is also seen people who are in service sector prefer to consume
more organic food as compare to business person. Studies have also shown that
consumption of organic food keeps many deadly diseases like heart attack and cancer away.
As in the production of organic food products no chemical are used so government should
also encourage the production of organic food production which will help people of the
country to have a safe and healthy life.
THANK
YOU
