A STUDY ON THE PURCHASE INTENTION OF ORGANIC FOOD BY MILLENNIAL CONSUMERS

Abstract

This research endeavours to investigate how millennials intentions to purchase organic food products are influenced by range of factors including their sensory appeal, subjective norms, perceived norms, attitude, trust and willingness to pay premium price. To gather data, we collected responses from 480 respondents through stratified random sampling method from various locations. The collected data were further analysed through techniques together with CFA and SEM utilising software AMOS 21 and SPSS. The findings suggests that sensory appeal, subjective norm and perceived norm significantly influence attitude towards organic food. In addition, attitude, trust and willingness to pay premium also significantly influence the purchase intention of organic food in millennials.

Keywords- Millennial, Organic food, Attitude, Purchase intention, Sensory appeal, Subjective norms, Perceived norms, Trust in organic food, Willingness to pay premium price.