Prioritising the factors affecting organic food consumption in India: An AHP approach

Abstract

An in-depth knowledge of the factors affecting consumer buying behaviour is required to meet the growing demand for organic food in India. In this paper, the Analytic Hierarchy Process (AHP) is used to prioritise these factors, therefore offering a systematic framework for decision-making within the organic food industry. A survey was undertaken with a sample size of 11 experts. 12 primary factors influencing organic food consumption were found, encompassing health awareness, environmental considerations, labelling and certifications, and price competitiveness. The AHP technique enabled the rating of these factors according to the experts’ opinions and perceptions. The results show that health consciousness and environmental concern were identified as the most influential factors, whereas lifestyle was ranked as the least influential element. In addition, the results emphasise the significance of pricing strategies in improving market accessibility. This study enhances the current body of knowledge by giving valuable understanding of consumer decision-making and presenting practical suggestions for marketers and policymakers seeking to promote the expansion of the organic food industry in India. In order to be appropriate for an academic audience, this summary provides a concise overview of the research's objective, methodology, main findings, and implications.