AN ANALYSIS ON FOOD CHOICE MOTIVES OF ORGANIC TEA IN COIMBATORE

Abstract

Among the different organic products, organic tea is one of the major consumer food products.  This study focused on identifying various factors influencing food choice motives of organic tea consumed by the consumers in Coimbatore city. The sample size consisted of 300 consumers selected randomly who had purchased organic tea from the five selected organic stores. The results of the study indicated that among the various motives, health and health benefits like safety and natural content were the major factor influencing the consumption of organic tea. Concern for environmental protection, familiarity and interest, sensory appeal, political and religious values, price, frame of mind and convenience had been also other influencing factors on organic tea purchase decision.

Key words: Organic tea, food choice motives, structural equation model, purchase decision