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Research Journal of Pharmacy and Technology
Year : 2017, Volume : 10, Issue : 12
First page : ( 4333) Last page : ( 4338)
Print ISSN : 0974-3618. Online ISSN : 0974-360X.
Article DOI : 10.5958/0974-360X.2017.00794.6

Consumer's Attitude towards Organic Food Products buying Decision in Vellore City: Structural Equation Modeling-Using Partial Least Square (SEM-PLS) approach

Uma R1,**, Dr. Selvam V.2,*

1Ph. D External Part-time Research Scholar, Department of Commerce-SSL, VIT University, Vellore, 6320014, Tamil Nadu, India

2Professor, Department of Commerce-SSL, VIT University, Vellore, 6320014, Tamil Nadu, India

*Corresponding Author E-mail: vselvam@vit.ac.in

**E-mail: uma.r2015@vit.ac.in

Online published on 26 March, 2018.


The main purpose of this paper is to examine consumer's attitude towards buying decision of organic food products in Vellore city. Questionnaires were used to collect data from 200 consumers at organic food stores in Vellore city from May 2017 to June 2017. The proposed model in PLS-SEM explained consumers’ purchase decision towards organic food products. The study results confirmed that the proposed model examined that combined past consumer behavioral theories to ascertain the factors that commence in the purchase of organic food products. The findings of this present study have research implications to both academicians and marketing executives. Thus, it discloses the attitude towards purchase of organic food products and to accept organic products by consumers in future.



Organic food products, behavior, attitude, SEM-PLS, Purchase decision.


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