Emerging Trends in Sustainability of Organic Farming and its Impact on Purchase Intention - A Review & Research Agenda

Abstract

The farming of organic product is a unique practice which balances the environmental sustainability and also controls the detrimental effect both on customer’s safety by creating a positive notion in the minds of the customers. The study is basically related to growing of Organic farm products and its influence towards customer attitude which leads to purchase intention. This Research has considered certain variables such as Health Concern, Perceived Behavioural Control, perception of customers, Subjective Norms and Environmental Concerns as to the antecedents of purchase intention. The objective of the literature review is to assess the sustainability factor of organic farm products both in India and abroad and also to identify the impact on customers buying behaviour along with exploring the demand factor in present and future scenarios and identifying the customer’s attitude and environmental concern. This literature review is developed by using the secondary data collected from exhaustive literature, review of journals and the internet. The purpose of the study is to identify the customer’s environmental concern and commitment towards environment sustainability. In organic farming, there is an advantage of low-cost input prices in production which diverts the attention of customers towards organic farming. The limitation of the study is the people are more motivated by personal factors rather than social or environmental factors. The study is limited to organic farm products and customers' attitude leading to purchase intention.