THE EFFECTS OF CONSUMER ATTITUDE TOWARDS THE PURCHASE OF ORGANIC FOOD PRODUCTS IN SIKKIM.

The intention of customers to purchase organic foods has been an interesting study area and number of researchers has conducted numerous studies in understanding what influences people to purchase organic food products. However, results of these study were contradictory.Hence this research study was conducted to overcome this research gap. The primary objective of this study was to identify the variables which affecting the consumer attitude to buy organic food which in turnaffects the purchasing intention.This research hasadapteddescriptive research in the form of crosssectionaldesign. A measuringinstrument in the form ofastructuredquestionnairewasdistributedby meansof conveniencesamplingto individualcustomers who intend to buy organic food. Around 573 consumers participated in the study and a questionnaire was administered with each of them separately using survey method. The study variables are health consciousness, environmental consciousness, Personal norms, subjective norm, Customer attitude and intentions to purchase organicfood.The results of research study showed that all the four predictor variables were significantly influencing customer attitude towards organic purchase. Among four predictor environmental concern had the highest impact on customer attitude. Moreover customer attitude towards organic food purchase was positively predicting the customer purchase intention. Finally this study concludes with important implications for manufacturers and government.