ABSTRACT:

The major goal of this research paper is to look at the factors that influence IT Professionals customers’ buying decisions when it comes to organic foods.

Design/methodology/approach: To achieve the study’s goal, the Henry Garrett raking method and multiple linear regression are used. The Garrett approach is used to determine consumer buying behavior for organic food products, and regression is used to determine the impact of independent variables, such as influencing factors, and dependent variables, such as customer buying behaviour.

Findings – The outcome of the study showing that the factors like Health Consciousness, Environmental concern, Perceived price and Food Safety Local Origin are significantly influencing customer buying behaviour. Further, it is also witnessed from the study that the factors are correlated to each other. The current research was judged to be empirically sound.

Research limitations – The sample for the study was collected from Hyderabad and the findings encompassed a wide range of crucial touch points in order to provide comprehensive coverage of the factors impacting organic food product purchasing behaviour.

Practical implications – The current study’s findings provide the organic agricultural business with more helpful and effective inputs. Manufacturers can create better tactics to achieve competitive advantage based on the trend in the results.

Keywords: organic, buying behaviour, health consciousness, food safety