TWO DECADES OF RESEARCH ON THE BEHAVIOUR OF CONSUMERS TOWARDS ORGANIC FOOD- A SYSTEMATIC REVIEW AND FUTURE RESEARCH AGENDA

Abstract:

This study examines and consolidates the available literature on the perception and attitude of consumers towards the organically produced food products. The aim is to identify different type of individuals who buy and consume organic food as well as the study is an attempt to identify the factors that generates their purchase intention & motivates them to consume the organic foods.By using systematic approach, this study examines 20 publications published over the last two decades and conducts content analysis based on a specific criterion & the year of publication. This is done to get a complete picture of the organic food market. A theoretical foundation is also constructed, which indicates the causes, variables, and consequences of studies on consumer behaviour toward organic food. The primary motivators for procuring and enjoying organically produced food over the past two decades have been found to be in favour of human health, natural environment and animal welfare. The food which is grown organically are free from those chemicals which hampers human’s wellbeing in the long run. The procedure under which these food are grown involves least pollution and keeps the nutrition of the soil intact. The farmers who engage in organic farming strictly are required to raise and keep the animals in the safest conditions without any use of genetically modification techniques.The analysis indicates that in order to survive the uncertain consumer market, industrial players must invest more in recognising and harnessing these motives. Future research directions are offered based on the extensive analysis of the researches done in past which will help the researchers to advance this field of study.