Feasibility of Online Selling of Organic Produce

Purpose: The main objective of this study is to understand the buying behaviour of consumers towards organic food through online channel. The study aims to determine the factors influencing consumer behaviour towards organic food.

Design/methodology/approach: The method used for the data collection was the survey conducted among IT professionals, using a structured questionnaire, with closeended questions. In total, 110 respondents participated in the survey. For data analysis it was decided to use multivariate analysis like logistic regressions and structural equation modelling.

Findings: The results indicate that health conscious, accessibility and time are the major factors that positively influence the consumer's attitude towards buying organic food online.

Practical implications: This study suggests that retailers can develop effective marketing programme and strategies to influence consumers positively. They can emphasize the health benefits and quality of organic food. They can make these products easily available online to attract consumers to buy organic food.

Originality/value: This study provides valuable insight into consumer behaviour regarding organic food through online by examining the factors that influence consumers' intention to purchase organic food, within the Indian context.