Abstract
Now a day's customers are more inclined towards a healthy lifestyle and consumption of organic food. The purpose of this paper is to comprehend the buyer intension to pay a higher price. This study focused on purchasing habit of customers towards organic food. Primary data of 500 respondents were collected from different areas of Punjab state of India in 2018. To calculate the results, descriptive statistics, multiple regression and factor analysis were used. Results of the research show that health and food safety are the two most important motives behind the intention to pay a higher price.
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