ABSTRACT

The green concept and the developing of organic food are still in the infant stage in Punjab. Therefore, there is a need to gain knowledge about the consumer’s behavior towards organic food products. Specifically, this study attempts to examine the trust on organic food products and its impact on buyers’ buying behavior and the interrelationship between quality, self fulfillment and eco friendly behavior in the context of organic food products. Data was collected in main markets and surrounding areas in the district of Bathinda, Patiala, Ludhiana, Jalandhar and Amritsar. A total of 500 completed questionnaires were gathered, as it was personal and one to one distribution and collection of questionnaire the response rate was 100% by using convenient sampling method. The result indicated that intention to purchase organic food was significantly influenced by the buyers’ perception of safety, health, environmental factors and self fulfillment from the products. Theoretically, this study supported the view of consumers’ trust towards organic food products in context to quality, self fulfillment and eco friendly behavior. The findings proposed useful information to organic marketers to help them develop effective marketing strategies to convince organic-concerned segment to purchase the organic food products and to enhance the pro-environmental purchasing behavior in Punjab.