A critiquing of a research article

Determinant Factors Influencing Organic Food Purchase Intention

(Author: Udgam Mishra)
Submitted By: Anshu Pandey

1. Background and purpose of the article

In the count of orthodox environmental reputation, consumers do buy organic foods for health,
taste and social factors (Dimitri, C., Lohr L. 2007), and the demand for organic food is gradually
mounting in both domestic and global markets. Globally organic consumption is common
because of various health issues and the use of different health hazards fertilizers and pesticides.
Companies to attract health and environment-conscious customer around the globe are
considering manufacturing organic products which untimely gives the companies a competitive
advantage (Dudar, V. 2019). In taking the beneficial features of organic food, organizations have
initiated a proactive marketing strategy to expand their market. The retail outlet of organic foods
is limited though of its increasing demand in Kathmandu (Aryal, P. K., Chaudhary, P., Pandit, S.,
& Sharma, G. 2009).
Consumers have been much concerned about the negative effect of food products produced by
intensive farming techniques which have led to a greater interest in organic products (Popa, M.,
Mitelut, A., Popa, E., Stan, A., & Popa, V. 2018). Consumers demand food products that are
fertilizer and pesticides free and have no harm to the health. The increment in awareness of
organic food benefits has tempted mold towards purchase behavior of organic products. The
advancement of technology and availability of information in a fraction of seconds have led to a
definite lifestyle of consuming organic production leading to massive demand at the global level.
The attention toward organic farming in developing countries is trending because of its
dependence in natural and human resource availability. There is a growing trend among urban
customers to consume organic food from
Research Gap
In the era of easy and prompt exchange of information, customers have become conscious about
the purchases they make. Customers don’t want to consume foods that are harmful to household
long-term health. With the increment in the demand of the organic product. There arises the need
to study the determining variables

Hypothesis
Hypothesis 1: There is no significant relationship between trust and purchase intention.
Hypothesis 2: There is no significant relationship between health consciousness and purchase
intention.
Hypothesis 3: There is no significant relationship between knowledge and purchase intention.

2. Conceptual Frame work

Independent Variable Dependent Variable

Trust

Purchase Intension
Health Consciousness

Knowledge
3. Research Methodology
A self-administered questionnaire was developed to measure four variables namely trust, health
consciousness, and knowledge and purchase intention for organic foods. A total of 15 Likert
scaling questions were developed and 6questionsn related to demographic characteristics. Data
were collected through an online survey and the researcher used random sampling for selection
of sample size. A total of 250 survey forms were send on random basic and 170 responses were
recorded. The population for this study is the customers who consume organic food in
Biratnagar. A quantitative research design was used and the entire study is based on primary
data. This study uses both Descriptive and Inferential statistical tools to obtain the results

4. Results and Discussion

Analyzed data collected from questionnaire has been interpreted and presented in this chapter.
The analysis has been framed in single sections that deals with demographic features of the
respondent's, interpretation of descriptive analysis using Statistical package for social science
(SPSS), correlation of dependent and independent variables, impact of different factors using
multiple regression and finally the discussion of the results obtained through the analysis. The
outcomes derived from the analysis of the data are expected to address the objective of this
research study.

5. Conclusions
Consumers have become very sensible regarding purchase and most notably when it comes to
the individual and long-term household health. The high-speed bandwidth connection has turned
consumers more selective and precise. The result obtained from the study revealed that
knowledge regarding organic food is the crucial element that influence the purchase intention of
organic food in Biratnagar. Other exploratory factor Trust and Health consciousness have no
significant impact on purchase intention of organic food on consumers of Biratnagar. According
to the study, retailers should initiate awareness campaign to inform the healthy benefits of
organic food consumption and why it is important to health. Accordingly, to gain the trust of the
customer’s different marketing activities should be executed evidencing the standard of the food
products. Retailers can evident the customers with quality check certification.

Overall observation of the paper

Strength: When I went through the paper, I found the introduction chapter nicely organized
though the paper. The research variables are clearly explained and they are linked with the past
research as well. The research gap is relevant and well justified. Every finding and well
discussed and researches.
Weakness: When I went through the paper, I found that there is not enough review of the past
papers.

Similar research Nepal

As I went through literatures, I find the similar research paper conducted in Nepal.
Topic: Intake of animal based food and consumer behavior towards organic food: The Case of
Nepal
Author: Mausam Budhathoki and Sujita Pandey
Published: 19 November 2021
Methodology: (CB-SEM)
Independent Variable: Environmental Concern, Health Consciousness, Attitude, Behavior,
Knowledge.
Dependent Variable: Purchasing Intention
Further research Agenda
The research paper is applicable in Nepal as health consciousness are arising issues.
As we know life expectancy is gradually degrading stage, which symbolize that its time to be
health conscious and is only possible by organic food.
Topic: Purchase intention and buying behavior towards organic food products
Dependent Variable: Intention
Independent variable: Attitude, Health Consciousness, Knowledge, Subjective Norm
Methodology: The study will be based on Primary data through structured Questionnaire. The
target respondents will be from Bhairahawa city. The customers will be selected based on
Random sampling technique. The question will be measured on a five point Likert Scale where
respondents will be asked to state their level of agreement and disagreement indicating 1 to
‘Strongly Agree’ and so on up to 5 to ‘Strongly Disagree’. Similarly, Data analysis would be
done through confirmatory factor analysis.

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