Basha MB and Shamsudin MF
The awareness about organic food has been increasing among the consumers in UAE. People are showing more interest in purchasing organic food. This research is to identify, what are the factors that influence the consumers to purchase organic in the Abu Dhabi. The review of the literature has shown that wide range of factors is proved to be crucial to influencing consumers to exhibit positive attitude towards organic foods. As an outcome of the synthesis of prominent and recent literature, a set of factors have been identified that are important for motivating consumers which included health consciousness, environmental factors, safety concern and convenience and price. The main aim of this empirical study is analyzing the importance that consumers have towards the factors that influence their attitude toward organic foods in UAE. The study suggests that attitude toward organic is predicted by factors like health consciousness, and environmental factors. The other two factors safety concern and convenience and price have non significance impacts towards consumer attitude. The data were collected from a random sample of around 47 consumers who regularly purchase organic food in UAE. The paper discusses the results of multi regression models used to detect how the motivating factors influence consumer’s attitude to purchase organic foods. The results of the study show that factors like health consciousness and environmental concern have positive attitude. Whereas convenience and price, and safety concern were having non significance impact in persuading consumers attitude towards organic foods.
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