Factors affecting organic productions and its consumption approaches towards consumers: A case study of Punjab province

The growth of the organic market as a food trend has been the most debated issue, especially about concern for health and preservation of the environment. The evolution of this market has forced producers and companies to seek, through studies and surveys with the population, knowledge of the characteristics of consumers and the motivations that lead them to choose this segment. The attributes classified as intrinsic and extrinsic to the product are comprehensive and diverse, which greatly reinforce the purchase decision. However, the buyer's desire is strongly linked to economic factors since these products are more expensive than conventional ones. This study aimed to detect influencing factors of organic production and its consumption. A direct and structured descriptive research (survey) was carried out with 230 organic food consumers in Punjab, through the application of semi-structured questionnaires by applying Ordered Probit Model. This study results revealed that the consumption level of organic product depends on working status, consumer’s income, family size, health conscious regarding its nutritional worth as a cognizant customer.