Consumer purchasing behaviour of organic food in an emerging market

Abstract Organic food is a particular type of food product with a strict cultivating process and organic food consumption is growing rapidly in emerging markets. In reality, knowledge of this type of food is limited to consumers in many emerging markets. This paper reviews and assesses factors affecting attitude towards organic food and the purchase intention of this type of food in an emerging market. The research findings indicate that awareness of organic food, information on organic food, food safety concern and perceived value of organic food have positive impacts on attitude towards organic food. The results also show that attitude towards organic food and perceived value influence purchase intention significantly.