Importance of Personal Value in Buying Organic Food Products

This study aims to offer insight into the organic market in Kerala. Increasing amount of pesticide residue in food items is alarming; however the buying of organic food products is limited to a few individuals. Therefore, this study categorises the consumers as ‘egoistic’, ‘altruistic’ and ‘biospheric’ based on the values they hold. A purposive sample of 100 respondents, aged 20 – 80 were taken from Ernakulam district. A total of 30% respondents stated that they regularly buy organic food products. The results show that there exist a strong relation between personal value and buying behaviour as values are considerably stable constructs. The respondents who are more inclined to altruistic’ and ‘biospheric’ values are more prone to buying organic food products among the respondents in Kerala.