How Convenience and Trust towards Organic Food Products Reach out the Customers: A Case on VFPCK

Abstract

On a global scale the relationship between consumers and marketers are changing and the involvement of technology in altering this change is inevitable; printing press, radio, television and now the internet are all examples of major breakthroughs in technology. From the marketing perspective, technology is only interesting when it helps to connect people effectively. The present study analyses the effectiveness of digital advancement of Vegetable and Fruit Promotion Council of Keralam (VFPCK) to promote organic food products. Statistical tool packages such as Warp PLS 5.0 are used to analyze the hypotheses. A total of 200 valid responses were collected both from VFPCK consumers and other organic shop buyers. The growing amount of pesticide filled products available in the market created a fear among the consumers towards conventional food products; however trust towards VFPCK and the convenience it provide has increased the intention of consumers toward organic food products.