Analysing Factors Driving Purchase and Consumption Behaviour Towards Organic Food

Personal health, food safety and environmental concerns significantly contribute to the purchase and consumption of organic food. Several countries, including India, are turning their attention to encouraging organic food farming and purchasing to comply with sustainable development goals. This research identifies and analyses the motivational factors critical to the purchase and consumption of organic food and also extends a roadmap to the food industries for sustainable growth. A list of factors driving the purchase and consumption of organic food was extracted from the literature. Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS), Fuzzy Simple Additive Weighting (Fuzzy SAW) and Borda method are used to prioritize the identified motivational factors followed by the sensitivity analysis to simulate dynamic various market requirements and challenges. The findings substantiate that chemical free, no artificial ingredients, good for body, healthy and awareness about health significantly influence the purchase and consumption of organic food products. To ensure sustainable production and consumption of organic food, it is vital for government policymakers, organizations involved in production, marketing and distribution of the organic food to understand and critically evaluate various factors affecting the purchase and consumption intensions of the consumers.