PURCHASE PATTERN OF CUSTOMERS FOR NATURAL FRUITS AND VEGETABLES IN INDIA

Abstract

As economic expansion occurs in this period of globalization, it has certain negative effects on both individuals and society as a whole. Nowadays, people are becoming more sensitive about their health and environmental contamination. The industrialized nations of Europe and North America have begun to return to nature by requiring organically grown fruits and vegetables. China and India, two of Asia's quickly developing nations, are now included in this league (TechSci, 2013). However, a person's propensity to eat organic fruits and vegetables depends on a variety of variables, including education and awareness, concern for animal welfare, trust, and outward look. Understanding these characteristics and how they affect consumers' needs, wants, and expectations is helpful. Numerous studies have been undertaken around the globe to determine the key traits of organic food consumers, as well as their perceptions, levels of knowledge and awareness, purchasing reasons, and obstacles. The purpose of the current study was to identify the variables that affect customer purchasing decisions for organic fruits and vegetables. The components explored and verified using exploratory and confirmatory factor analysis were then subjected to structural equation modelling. The findings show that even while every component has a substantial impact on customers' decisions to purchase organic fruits and vegetables, the relevance level of animal welfare is highest and that of consumer trust is lowest.