Consumer Involvement And Purchase Pattern Of Organic Food Products In Chennai City

Abstract

The organic food products has become central part of the talk to provide clean environment at the same time provide nutritional food to the people of the society to stand against chronic diseases prevailing globally and to avoid severe burden to the government in terms of medical trauma and unnecessary expenditure. The main aim of this research is to identify the consumer involvement factors of organic food products and their subsequent impact on purchase intention. The researcher collected 546 samples through convenience sampling method and proved that the information involvement is primarily depending upon advertisements, celebrity advertisements, social media advertisements and the commercial advertisements. The high degree of involvement of consumers can be reflected through their engagement towards significant interest they showed towards the celebrities advertising the organic food products.