Abstract:
This research has a few implications for researches and the society in general. We see that the demand for healthy food has been on the boom since a while now, and there have been many studies that discuss what influences consumers in their decisions to purchase or consume organic food. The organic and broader food industries must understand the variety of perceptions and factors consumers think of while opting for the organic food items. The tested hypothesis have been proven to be significant, that the benefits of organic food, the threats of genetically modified food, health concern, readiness to gather information and readiness to make sacrifices have a significant impact on the purchase intention of consumers. Furthermore people are now reluctant to and try to avoid the consumption of conventionally produced food that uses genetically modified variants of seeds and those that use steroids and hormones in the production of food. The limitation of this that it is barely restricted to Pakistani consumers in IslamabadlRawalpindi, which limits the probability of generalizing the scores to Pakistani consumers in other districts of the country with a number of diverse socio- economics and cultural backgrounds. The study will not only contribute to the firms producing organic food by providing them with the insight of the factors influencing the purchase intention of consumers, but also inform the firms how well aware their customers are about the benefits of organic food and the harmfulness of the processed and modified food to develop more accurate strategies to cater their target market successfully.
