Role of Health Consciousness in the Adoption of Organic Food Products

Abstract

The present study examines the role of health consciousness in the adoption of organic food products from a consumer perspective. Growing awareness of health, food safety, nutritional value, and product quality has increased consumer interest in organic food products. The study aims to examine consumers’ perception of the health benefits of organic food products and to analyse the influence of health consciousness on consumers’ purchase intention. The study is based on both primary and secondary data, with primary data collected from 100 respondents through a structured questionnaire. The collected data were analysed Descriptive statistics were used to examine consumers’ perceptions of the health benefits of organic food products, while simple linear regression was employed to analyse the influence of health consciousness on purchase intention. The findings indicate that consumers have a high level of perception regarding the health benefits of organic food products, with an overall mean score of 4.05. The regression analysis reveals a positive and significant influence of health consciousness on consumers’ purchase intention, with R = 0.612, R² = 0.375, Beta = 0.612, and p < 0.001. The study concludes that health consciousness is an important factor influencing consumers’ intention to purchase organic food products. The findings suggest that increasing consumer awareness, strengthening certification and labelling, improving affordability and availability, and communicating genuine health benefits can encourage wider adoption of organic food products.