An Empirical Analysis of Consumer Perception and Satisfaction on Purchase Intention in Organic Food Products

The organic food market has witnessed remarkable growth in recent years, driven by increasing consumer awareness about health, nutrition, and environmental sustainability. This study empirically examines consumer perception and satisfaction towards organic food products, with specific focus on the influence of seven independent variables — Product Quality, Price of Organic Products, Availability/Accessibility, Brand Image, Packaging and Labeling, Health Awareness, and Environmental Concern — on consumer Purchase Intention as the dependent variable. A descriptive research design was adopted, and primary data was collected from 231 respondents using a structured questionnaire based on a five-point Likert scale. Statistical tools including descriptive analysis, Pearson correlation, and multiple regression analysis were applied to test the hypothesized relationships.

The findings reveal that all seven independent variables exhibit significant positive correlations with consumer purchase intention, with Health Awareness, Environmental Concern, and Product Quality emerging as the most influential predictors. The regression model accounts for approximately 90% of the variation in purchase intention, confirming the strong impact of the selected variables on consumer decision-making. Brand Image and Availability also demonstrate significant roles in shaping purchasing behavior. The study concludes that organic food marketers must align their product strategies with consumer health consciousness and ecological values to effectively stimulate purchase intention. These insights offer actionable guidance for producers, retailers, and policymakers seeking to promote organic food consumption in emerging markets.