Consumer Involvement and Purchase Pattern of Organic Food Products in Chennai City

Abstract

The behavior of individual consumers and their transcendental involvement in the purchase reveals how they see the identification of product needs, the risk involved in the purchase, the values of the product, its perceived prestige, and the satisfaction of the product. This study's primary goal is to determine how customer involvement affects the way that organic food items are purchased. Using a purposive sampling technique, the researcher gathered 614 samples. To evaluate the hypotheses, the researcher used confirmatory factor analysis, linear multiple regression analysis, and a structural equation model. It is discovered that consumer involvement in the purchase of organic food goods is not a unique phenomenon, but rather the result of a combination of five significant and predominate variables, including the product requirements for purchasing organic food products and the associated risk. The study also concludes that customers of organic food goods are highly motivated to participate in the decision-making process when making purchases because of the perceived prestige and value of the product.