1.
Introduction
Main research questions
·
What factors do affect consumer’s attitude towards Organic Fruits and Vegetables?
·
What is the relationship between consumer’s attitude and their purchase intention towards organic fruits and vegetables?
2.
Literature Review
H1: Consumers with higher Environment Consciousness have more positive attitude towards organic fruits and vegetables.
H2: Consumers with higher Health Consciousness have more positive attitude towards organic fruits and vegetables.
H3: Consumers who are more knowledgeable about organic products have more positive attitude towards organic fruits and vegetables.
H4: Certification and label of product positively affect consumer attitude towards organic fruits and vegetables.
H5: Consumers with higher perception of expensiveness of organic fruits and vegetables have more negative attitude towards organic fruits and vegetables.
H6: Consumers with more positive attitude towards organic fruits and vegetables have higher intention to purchase organic fruits and vegetables.
