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Moderating Role of Demographics on Attitude towards Organic Food Purchase Behavior: A Study on Indian Consumers
Abstract
The purpose of the current research is to examine moderating role of demographics on attitude towards organic food purchase behavior. Environmental attitude components were classified as actual, verbal, and affect commitment. Data was collected through survey technique in six cities across India. The findings revealed that consumers' attitude towards organic food purchase was influenced by attitude components of Actual and Verbal commitment and moderated by demographic factors of income, gender and age. The findings can be of use to firms marketing organic food brands in India. Environmental attitude factors and demographic factors like income, age, and gender can be used for profiling consumers. With increased growth of organic food market in the country, green marketing and organic food products are upcoming research areas. There is limited research on Indian consumers' attitude towards organic food products. The findings can provide valuable insights to companies marketing these products in the country.
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