Abstract:
This study is focused on the understanding of the consumer behaviour towards organic food, as
regardless of the obvious benefits that come attached with organic food, conventional food or as
it is technically known; genetically modified food, is still widely used despite the prevalence of
life-threatening diseases as Mad-Cow and Bird Flu among others. This study conducted a survey
through the use of questionnaires to record the dimensions of consumer behaviour as depicted by
the consumers of Pakistan. Subsequently, the data collected was subjected to quantitative
analysis through SPSS, so as to classify humungous amount of data that was collected in order to
effectively analyse it. The analysis showed that it is the price and unavailability of organic food
as a result of which conventional food is still used and preferred by consumers over organic
food. The distribution system is the prime factor into which organic industry and government
needs to invest, so as to influence the availability or organic food which will in turn influence the
price of organic food, thereby inducing growth of the organic industry. With this study, price
emerges as the prime factor as a result of which consumer behaviour towards organic food is
unfavourable, to straighten which development of proper marketing infrastructure of organic
industry is imperative.
