Main Article Content
Abstract
In this era of globalisation, as economic growth is taking placing, it has brought some negative impacts on individuals and society as a whole. Individuals are nowadays becoming aware of the environmental pollution and are getting health consciousness. The developed worlds of Europe and North America have started giving back to nature by demanding organic fruits and vegetables. The fast emerging economies of Asia like China and India are also joining this league (TechSci, 2013). But, the tendency of an individual to consume organic fruits and vegetables depends on a number of factors, such as knowledge and awareness, animal welfare, trust and visual appearance. The determination and understanding of these factors help in understanding consume’ needs, wants and demands. A lot of research has been conducted throughout the world to identify the main characteristics of the organic food consumers, their perceptions, knowledge and awareness, motivations to buy and also the factors impeding the purchase of organic food products. The aim of the present study was to know the factors that influence the buying behaviour of consumers towards organic fruits and vegetables. Structural Equation Modelling was applied to the factors explore and confirmed vie exploratory and confirmatory factor analysis. The results of the study indicate that though all the factors have significant effect on buying behaviour of consumers towards organic fruits and vegetables but all the significant level of Animal Welfare is highest and the significance level of Trust on buying behaviour of consumer is lowest.