Youth’s Cognizance and Willingness to Pay for Organic Food Products in the Northern State of Punjab

Pooja Kansra and Sumit Oberoi

Abstract

Epidemiological modifications, environmental issues (EI), and increased concern for nutritional values call for diet modification amongst diabetic patients. Food quality (FQ) and standards highly influence the attitude and buying behavior of individuals. Therefore, the present study aims to investigate the cognizance and willingness of the youths to buy organic food products in Punjab. The data is analyzed using descriptive statistics and logistic regression. The study accentuates that 80% of respondents know organic food products’ availability in the market. The results of exploratory factor analysis (EFA) identify health consciousness (HC), FQ, EI, and price and packaging (PP) as significant factors affecting the purchase of organic food products. The logistic regression results highlight that female (0.711**), awareness of organic products (0.136***), and spousal insight (0.315**) were the significant determinants of avidity to buy organic food products. Lastly, the negative coefficient (-0.715*) of age reveals that youth are more inclined to buy organic food products than elders. However, exorbitant cost, non-availability, lack of variety, and less attractiveness are the pivotal barriers that impede purchasing organic food products. Marketers should also focus on these critical determinants to attract customers and gain a competitive advantage.

Published on: November 15, 2023
doi: 10.17756/jfcn.2023-s1-080
Citation: Kansra P, Oberoi S. 2023. Youth’s Cognizance and Willingness to Pay for Organic Food Products in the Northern State of Punjab. J Food Chem Nanotechnol 9(S1): S635-S640.

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