IMPACT OF DETERMINANTS ON THE DIGITAL ACQUISITION TENDENCIES OF ORGANIC FOOD COMMODITIES

Abstract

Introduction: This study investigates the variables influencing consumers' intents to buy organic food goods online, a market that is becoming more and more popular as consumers' knowledge of environmental sustainability and health issues grows. Understanding the factors that influence consumers' decisions to buy organic goods online is essential for marketers and retailers hoping to appeal to consumers who are concerned about their health and the environment as digital marketplaces grow. Important elements including price sensitivity, perceived quality, consumer trust, information accessibility, and environmental concerns are examined to see how they influence online purchasing habits.

Material and Methods: 400 questionnaires were initially distributed using a stratified random sample technique, and after removing 90 biassed responses, 310 valid responses were used for analysis. A systematic questionnaire was used to gather the data, and a pilot study confirmed its high reliability with a Cronbach's alpha of more than 0.08. The main analytical method for locating and obtaining pertinent variables was factor analysis. The investigation evaluated the correlation matrix using Bartlett's Test of Sphericity and the Kaiser-Meyer-Olkin (KMO) metric for sample adequacy. To make the factor structure more understandable, Varimax rotation was used.

Results: Subjective norms, online purchase intention, playfulness, behavioural intention, enjoyment, and perceived ease of use were among the six significant components identified by factor analysis, which accounted for 79.263% of the variance in online purchase intention. The data's eligibility for factor analysis is confirmed by the KMO value of 0.879 and the significant Bartlett's Test result (p = 0.000). With significant contributors like Subjective Norms and Online Purchase Intention emphasised as being essential for influencing online purchasing decisions, Varimax rotation successfully revealed the component structure. The results offer important information for improving internet marketing tactics for organic food items.