Exploring the Factors Affecting Organic Food Purchase as Immunity Booster during the Pandemic

Organic food products are gaining popularity and are widely accepted by the consumers all over the world. As they are grown and processed without the use of chemicals, consumers feel that it is safe for consumption and does not have any health hazards. The ongoing pandemic situation, COVID-19 has also given a momentum to the acceptance level of these products, as producers are marketing their products with a tag, ‘immunity booster’. This study was an effort to identify and validate the dimensions influencing organic food purchase by the consumers. Questionnaire having 45 questions was developed and administered to 750 respondents. Exploratory factor analysis was applied to explore the factors determining organic food purchase. Exploratory factor analysis yielded five-factor structure. Confirmatory factor analysis was used to verify and confirm, the five-factor structure. Multiple Regression Analysis was applied to identify the most prominent factor, which influenced the customer to make the purchase.