1Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India
2Assistant Professor, College of Administration and Finance, Saudi Electronics University, Dammam, Kingdom of Saudi Arabia (KSA)
Online published on 11 July, 2019.
The aim of this research is to contemplate the intention of the customers to give a high amount of money for organic food. This study represents the information gathered from the organic food customer of Punjab state of India, in 2018. Data of 500 respondents were collected from supermarkets, organic food shop and departmental stores in different areas of Punjab. The collected information was examined by using factor analysis, multiple regression and descriptive statistics. The outcome of this research shows that the health and food safety are the two most significant factors behind the intention to give a high amount of money, followed by product attribute, promotional activity, income level, awareness level, lifestyle, education level, environment consciousness.
Organic food, health, environment, lifestyle, awareness, promotion
