Factors influencing the purchasing intention of health conscious consumer to buy organic food.

Abstract

The purpose of this research is to understand the relationship between different marketing mix and purchasing intention for organic food. This research topic can support the owner of organic food to understand the most important factor that health conscious consumer consider when they would like to buy organic food. Then, the owner can improve the shop and work more effective on marketing plan to persuade the health conscious consumers to come to the shop and buy the organic food. The quantitative method is used for this study by launching online survey to 180 students. All respondents are random people aged more than 15 years old. However, this research has screening question to get the result health conscious consumers. In total, there were exactly 109 respondents and the responses were analyzed through all factors analysis. This research aim to collect the information and analyze numerical data by using SPSS; descriptive statistics, correlation analysis and multiple regression analysis: in order to describe and identify the potential motivation factors. This research focus on five key factors that influencing the purchasing intention of health conscious consumers to buy organic food which are product, price, place, promotion, and brand. Among five factors, place is only one factor that health conscious consumer consider when they would like to buy organic food. On the other hand, this research doesn’t give significant results on the rest factors which are product, price, promotion and brand.