Factors Influencing Consumers Purchase Intention towards Organic and Cloned Animal Food Products

Abstract

The green concept and the development of organic animal foods are still in the infant stage in India. The concept of animal cloning has gaining popularity over the last decade through the novel and revolutionary work done by ICAR-NDRI and it will have a great impact in the coming days in Indian food industry. Keeping in view the changing trend, this study explores the factors influencing purchase intention of consumers and how these factors affect the intention of consumers towards organic and cloned animal food products. With the available literature and based on theory of planned behavior, a conceptual framework is developed to examine the factors influencing the purchase intention of consumers towards organic and cloned animal food products. Data were collected from 200 respondents through pre-tested interview schedule and using convenient sampling method. The result indicated that intention to purchase organic and cloned animal food products were significantly affected by the perceived quality and risk in the food products as compared to perceived price and packaging. Significant mean differences were observed in the purchase intention according to the respondent’s gender, age, income level, education level and residential area. Consumer’s perception towards organic and cloned animal food products will influence their purchase intention and then lead to the actual purchase of the products. The findings proposed useful information to different private, govt, and co-operative dairy federations to develop effective marketing strategies to convince the consumers about the organic concerned segments in the food products. It will also support the entry of different food products in the Indian food market which will be available from the cloned animals which in turn would help in revolutionizing the Indian food industry.