ORGANIC FOOD CHOICE: A MILESTONE TOWARDS CONSUMERS CHANGING BEHAVIOUR

Abstract

Purpose: The analysis of organic food choice is a rapid transformation of consumer`s attraction towards a healthy way knocking the doors of sustainability and ultimately, health consciousness is rooted in the own self of an individual which paves way to an overwhelming move. The purpose of the study is to identify consumer’s food choice based on their belief and trust towards a healthy food.

Design: This literature highlights various issues pertaining to organic food choice and data is obtained from various reviews of literature, journals and internet sources.

Findings: The consumer`s belief towards healthy food choice is based on experience, which may be subjected to internal and personal beliefs and customers of these streams are likely to attain emotional value towards certain issues, where his choice is driven by cognitive and conscious skills which arouse emotional responses leading to action.

Originality/Value: This paper begins with a review of previous literature with is linked with strongest motive of belief and trust towards organic food products and health benefit is the key motivator for healthy lifestyles

Paper Type: Case study