Sustainable green economy is the need of time, and orogenic products can play a decisive role in this goal. Growing demand for organic food is due to the increase in disposal income at urban along with the Government supports, innovative technologies & investments and these factors are the drivers for organic farming and its marketing. These drivers provide immense potential and scope for the Indian organic sector but there are many challenges faced at producers, processors and consumer level, low consumption of Orogenic products is a serious concern of researchers and policymakers. To address this issue, we have studied the phenomenon in rural areas and provided insights to researchers and policymakers about the factors that influence the consumers’ behaviour in rural areas awareness among consumers, the high cost of organic food products, limited availability of organic food products, busy work schedule are Challenges faced by Consumer level We have designed an integrated model based on PCA to study the rural areas consumers’ behavioural intentions towards Orogenic products. 300 useable sample is obtained to analyse by implying PCA- Model. Results revealed that environmental knowledge is a significant predictor and a moderator, but consumers are less educated about ecological issues in rural areas. Results also revealed that Orogenic products and non-orogenic products users or consumers’ preferences are differently influenced by factors studied to measure adoption intentions of orogenic products. Sensitivity analysis results revealed that social influence followed by effort expectance and perceived expectancy of orogenic products are more important for rural areas’ customers. The study also provides empirical evidence of methodological advancement using PCA- Model, Multiple Regression Model and ANOVAand these studies involving human behaviour.
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