Motivations to buy organic food in emerging markets: An exploratory study of urban Indian millennials

Lubna Nafees,Eva M. Hyatt,Lawrence L. Garber,Neel Das,Unal O. Boya

Food Quality and Preference（2022）

Cited 17|Views17

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Abstract

•Organic food consumption in emerging markets is growing faster than Western markets.•We explore the perceptual profiles of those who buy for health or for the environment.•Those buying for their health are pragmatists concerned about performance and utility.•Those buying to help the environment are social and concerned about appearances.•Also indicated is an inverse relationship between attitude and intention to buy.

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Key words

Organic food,Emerging markets,Motivation to buy organic food,Perceptual map,Correspondence analysis

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