| Summary: | The following report aims to give a critical evaluation of what motivates consumers to buy organic food.
The report starts with the general overview about organic food. The next chapter is about the extensive literature review on motivation and consumer behavior and perception. The next part is concerned with the research methodology and research findings from the conducted in depth interviews with customers Namdhari’s Fresh (Fruits and Vegetables), Green Park, Market, Navdanaya, Vasant Kunj, Navdanaya, Hauz Khaz, Navdanaya, Delhi Hat, FabIndia, Vasant Kunj and Dubdengreen, Shahpur Jat. The focus had been to find out the factors that motivate them to buy organic food and limitations that they face while buying organic food. Furthermore, it was aimed to get a generalized view about the reality of the organic food industry in order to be able to contrast it with the existing literature on the topic.
The key findings can be summarized as with the following statement:
Preliminary data that there are various significant factors that motivates customer to buy organic food. The detail analysis indicated the following important factors in the ascending order were as- health, lifestyle, trust, environment concern, animal concern and religion.
Finally, an a comparison with the existing literature on customer motivation has been conducted, followed by conclusions and recommendations about what could be eventually be done to further motivate the customers to buy organic food.
|
|---|