DR. POORNIMA TAPAS

Title: Resistance to Purchase of Organic Food- A Innovation Resistance Theory Perception

Authors: Komal Desai, Dr. Poornima Tapas
Journal: KOREA REVIEW OF INTERNATIONAL STUDIES
Publication date: 2022
Publisher: KOREA REVIEW OF INTERNATIONAL STUDIES
URL: click here

Abstract

Purpose- Consumption patterns around the world show that consumers are becoming more interested in buying organic food as their awareness of personal health is growing. Unfortunately, studies on organic food suggests that this interest translates into a low level of reported preferences for buying organic food. By using innovation resistance theory, this study explores the possible reasons behind consumer resistance to purchasing organic food products. Design -The data was collected from 350 users using a survey method. To obtain the model fit indices a confirmatory factor analysis (CFA) was done first. Second, the SEM was used to investigate the validity of the various research hypotheses. Findings-All of the hurdles like usage barrier, value barrier, risk barrier, traditional barrier and image barrier are substantial impediments to the adoption of organic foods, according to the study. Scholars, organic food makers, and marketers will all benefit from the study's conclusions. Originality- Only a limited number of scholarly research has been done on customers' perplexing purchasing habits, particularly in developing country like India. Our research fills this need by looking into the variables that stifle intension. Keywords- Consumer Behaviour, Organic food products, Purchase intension, Barriers.

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