The influence of personal values on consumers purchase intention for organic products
by G. Sandhya; Gopika M. Nair
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 5, No. 4, 2019

Abstract: Values lie at the core of an individual's belief system, from which attitudes and behaviours are subsequently evolved. In emerging economies, consumers are interested in protecting their environment, improving their lifestyles and living sustainably. Consumers are more conscious in making purchase decisions when it comes to health. Personal values has a major role in influencing their purchase decisions. Price is yet another factor that can moderate the decision making process among consumers. The shift in the attitude of consumers towards organic products is due to the change in the lifestyle and concern for the environmental issues. This relationship has not yet been explored in the Indian context and it is interesting to understand the consumer behaviour in a country like India. In this study, we have attempted at measuring the role of personal values on understanding the consumers' purchase intention for organic products. A descriptive research design was conducted. Samples design followed was judgmental sampling procedure. Sample size for the study was 207 respondents. The findings from the study showed evidence on personal values and price to have a significant influence on consumers intention for purchase of organic products.

Online publication date: Mon, 24-Feb-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Forecasting and Marketing Intelligence (IJBFMI):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com