A study based on consumer ́s choice : Consumer’s Attitude Towards Organic Food and Non-Organic Food.

Abstract: The purpose of this paper was to understand the factors affect on consumer behavior while buying organic and non-organic food. The author of this study aims to answer the research question: “What types of factor effect on consumer ́s behavior and decision-making process while buying organic and non-organic food?” The structure of this chapter based on these models “Factor effects on consumer behavior” and “the process of consumer ́s decision shaping” to understand consumer behavior, decision- making process, followed by the information about organic food and rules and regulation for organic selling. A combined qualitative and quantitative study used to answer the research question. The layout of the research was based on questionnaires and the interviews from the manager of five different supermarkets (ICA Maxi, Coop, Willys, Netto, Lidl). The sample size of the questionnaire was 393. Both models from the existing literature restructured according to the results. Location of the supermarkets, quality of the food, services, prices of the food, plays important role in terms of decisions making process. Motivation plays a trigger role for the consumer to buy or reject the product and the most important is knowledge. Knowledge helps the consumer to make a better decision.