Healthy Food through Health Care Segment in the Emerging Market of India: A Two Decade Review of the Attitude of Organic Food Consumers

Abstract

The primary goal of this research is to comprehend the factors that have caused Indian consumers’ attitudes regarding organic food to change and the characteristics of consumers in shaping those attitudes. The study aims to identify different consumer segments based on consumers’ characteristics to help producers and marketers develop suitable marketing strategies to promote organic foods. The study is gleaned from secondary data that was gathered from many research papers that examined various facets of consumer behaviour in relation to organic foods. The analysis revealed Health care to be most important driving motivator affecting the purchase of organic products. Organic food acceptance can be boosted by pleading with consumers' well-being and offering health-related information. In this direction, the health care segment can be viewed as a viable market by organic food producers and vendors for the promotion of organic foods. The study examines the most critical motivators driving organic food purchasing decisions to assist marketers in developing appropriate marketing strategies for its promotion.