Organic produce and Millennials: Motives, Attitudes and Purchase Intention

Abstract

In this paper, we focus  and discuss the factors, which  motivates and influence  consumer behavior towards organic produce. We extract findings from the Bengaluru city and target population of the study is the millennials i.e...people who belongs to the age group of 23-38. The shift in the attitude and preference of the modern consumers is greatly influenced by the proliferation of various health problems. This study provides a framework for organic industry to understand consumer’s demand and preferences and provides a perspective of Indian organic produce industry from consumers perspective which might serve as a basis for the future development of organic produce market.