Customer’s Attitude, Preference and Buying Behavior towards Organic Food using Fishbein Multi-Attribute Model

Organic food are often seen as nutritious, healthy and eco-friendly. With the change in lifestyle, people are more becoming more concerned towards healthy food. Due to this change, people are now turning towards organic food. The aim of this research is to understand the attitude of people towards organic food, the factors that influence people's desire for and purchasing behaviour towards organic food using Fishbein Multi-Attribute Model . With the results achieved, we can understand the preference and attitude of the customers and the factors that drive the customers in buying the organic food.