THE EFFECT OF INCOME ON PURCHASE INTENTION OF CONSUMERS TOWARDS ORGANIC FOOD PRODUCTS IN BENGALURU

Abstract

The study, influencing customers' decisions to buy ecofriendly food products, involved a survey of the 100 consumers in Bangalore. The findings indicate that consumer preferences for organic food items are most significantly influenced by flavor, product quality, and environmental and health concerns. According to the report, customers are willing to pay 25% more than for organic food items. The demand for organic food items is rising in India, and this gives an opportunity for food producers and marketers to promote organic food. In conclusion, this study demonstrates that income plays a significant role in shaping consumer preferences for organic food products. While higher-income individuals show a greater preference towards organic food. Factors beyond income also influence consumer behavior. Recognizing those elements can facilitate the development of effective strategies to promote sustainable and responsible consumption patterns in the organic food market.

Key Words: Organic food, consumer, preference, quality, demand