Factors Influencing Organic Food Purchase of Young Pakistani Consumers

Abstract

This study has mainly focused on the various factors that influence the purchasing of organic food on young Pakistan consumers. This empirical examination has used the primary data that has been collected from various consumers. The revised “Theory of Reasoned Action” (TRA) Model has been successfully applied by this empirical research and the same had been applied by various empirical studies all over the world. It has been observed that environmentally friendly, nutrition, and food safety are the significant factors that influence consumers to purchase organic foods in Pakistan. Furthermore, this empirical examination has observed that most customers of organic food prefer fruits, vegetables, eggs, meat, milk, and beans. The unavailability, higher price, and the distrust of certification are the main hindrances in the growth of organic food in the economy. The study concludes and recommends the proper policy for the potential market of organic food at the national and international levels. This sector has much potential to create new job opportunities and to reduce unemployment in the economy.