J. Elanchezhian, K. Kalaichelvi


The aim of this paper is to explain factors that influence organic consumer behavior in the cauvery delta region. To achieve this goal, we use two models, structural equation model and hierarchy multiple regression to analysis the consumer behavior. This study uses questionnaire data gathered from 247 consumers in Thanjavur and Thiruvarur Dist.Attitude towards organic cereals was influenced by health consciousness and environmental awareness. Buying behavior was influenced by theperceived behavior control more than actual behavior control.


Attitudes, Intention to Purchase, Organic Knowledge, Structural Equation Model, Hierarchy Multiple Regression, Perceived Behavior Control.


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