Exploring the Impact of Organic Food Marketing on Consumer Purchase Intention: A Thematic Analysis Approach

Abstract

The objective of this qualitative research is to explore how marketing of organic food influences the purchase decisions of university students in Pakistan. The study aims to explore the extent to which such marketing strategies affect their intention to buy these products. Qualitative research design was utilized and sources of data collection through in-depth interviews conducted with a sample of 12 university students. Interviews are semi-structured and cover topics related to green/organic food marketing, its consumption behavior and purchase intention. The collected data was analyzed using thematic analysis through NVivo 14, with themes identified and coded based on the research objectives. The study discovers that green/organic food marketing has a positive impact on consumer purchase intention among university students in Pakistan. Furthermore, the study identifies various factors that influence organic food purchase intention, containing environmental distress, health consciousness, and social effect. The findings of this study deliver insights into the motivations and barriers to organic food consumption. The research implications of this study are for marketers and policymakers in promoting sustainable consumption practice, developing effective marketing strategies to encourage organic food consumption in Pakistan. This study contributes to the existing literature on the impact of green or organic marketing on the consumer purchase intention of university students of Pakistan, by highlighting the importance of organic food consumption and its awareness.