The investigation of customer purchasing motivation for organic goods

Abstract

Many customers' perspectives have shifted as a result of the COVID-19 outbreak. People are becoming more conscious of the dangers of disregarding the environment. Although there was a reported rise in environmental consciousness and sustainability prior to the pandemic, COVID-19 has expedited this process and inspired more individuals to take on this duty. Therefore, the health issue may encourage the adoption of organic foods—that is, those grown using ecologically friendly farming practices and free of artificial modification. Retailers must understand the behaviour of these organic food consumers if they hope to adjust their approaches. Using a random sample technique, 210 consumers—including professionals, homemakers, students, and senior citizens—were included in this Noida Urban study. The age range of their group was 20 to 75 years old. The investigation was carried out online using a structured questionnaire. The study's goals were to: (a) examine consumer purchasing patterns for organic goods before and after the pandemic lockdown; and (b) learn about the variables influencing consumers' purchasing patterns for organic goods and the issues that come with them. The purchasing habits of consumers who purchase organic goods, such as food items, clothing, toiletries, household supplies, and décor, were investigated. After the data was evaluated, it became clear that 92% of consumers had a favourable opinion of organic products, with health consciousness being the primary driver. Their biggest issues with purchasing organic items were limited availability, high cost, and unpredictable supply.