Organic food: a study on demographic characteristics and factors influencing purchase intentions among consumers in pontina province

This study presents the consumers intention to purchase organic food products in Pontina Province(Italy). 280 consumers were interviewed using semi-structured questionnaires to examine the perception of the people about organic products and assess their readiness to pay for these products. The data obtained from the survey were analyzed using chi-square test and two way ANOVA. The main aim of this paper is to derive information that may contribute to better strategic and tactical marketing decisions. Results indicated that the intention to buy organic products are influenced by the perception about the value of organic products and by the belief on the health and safety of the product, and confirm that the main barrier to increasing the market share is consumer information. Moreover, the paper revealed that all respondents are willing to pay premium price, but the level of acceptability varies considerably