CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS ORGANIC FOOD IN THE NATIONAL CAPITAL REGION (NCR)

Abstract

This study investigates consumer attitudes and purchase intentions towards organic food in the National Capital Region (NCR), a region characterized by diverse demographics and a growing market for organic products. The primary objective is to understand the factors influencing consumer behaviour towards organic food purchases and to identify the demographic variables that most significantly impact these attitudes and intentions.

Employing a cross-sectional survey methodology, data were collected from 572 respondents through online platforms. The survey encompassed various demographic variables such as age, gender, profession, education, and income, along with specific questions related to attitudes towards organic food, buying habits, and spending intentions. Descriptive statistics, t-tests, and ANOVA were utilized to analyze the data.

Key findings indicate significant correlations between demographic factors and consumer attitudes towards organic food. Age, gender, and income levels were found to have notable impacts on both attitudes towards organic food and purchasing behaviors. For instance, certain age groups showed a higher inclination towards buying organic food, and income levels correlated with spending intentions.

The study concludes that understanding demographic influences is crucial for marketers and policymakers aiming to promote organic food consumption. The results highlight the importance of targeted marketing strategies and policies that consider these demographic factors. Additionally, the study opens avenues for future research to explore the underlying reasons behind these demographic influences and to extend the findings to broader populations.