An Analysis of Purchase Behaviour towards Organic Products: Exploring the Mediation Impact of Attitude on Personality and Purchase Behaviour

Abstract

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This paper examines the influence of attitude towards organic products, health consciousness, product knowledge, and personality on purchase behaviour towards organic products. The association between personality and buying behaviour for organic products was investigated with the mediation effect of attitude towards organic items. The current paper continues to add to the existing literature by postulating the linkage impact of attitude towards organic products on the relationship between personality and purchase behaviour towards organic products. A primary survey was conducted in the Delhi-NCR region using a pre-designed Likert scale questionnaire. The respondents of the study were selected using the random sampling technique. The analysis was carried out using the statistical technique of multiple regression. Given the rising use of organic products, the study found that attitude towards organic products, health consciousness, product knowledge, and personality positively affect purchasing decisions. The study also noted that marketers must comprehend the significance of analysing buyers’ behaviour as it positively influences purchasing decisions, and vice-versa.

Keywords: Attitude towards Organic Products, Health Consciousness, Product Knowledge, Personality, Purchase Behaviour

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