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1.1 Background

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As we all
know, consumers consciousness of increase in food safety and health issues and
environment problems has led or contributed to growth in emergence of organic
hotels in India. Issues related to safety and quality of food attract consumer
interest in organic food that is free from pestisides and residues(Fotopoulos
and Krystallis, 2002,Childs and Polyzees, 1997; Zotos et al., 1999; Baltas,
2001). The concept of “organic food” is well known to consumers, but the
proportion of consumers of organic food is low ((Grunert, 1993; Wandel and
Bugge, 1997; Roddy et al., 1996;). Inclination for consumers towards  organic food include concerns about health,
the environment, food safety, and animal welfare, nostalgia for the past, desires for supporting the
local economy and a wholesome lifestyle, and pursuit of fashion(Hughner et al.
(2007). In case of food and drinks that are organically produced, many people
believe that it is more nutritious and healthier and also tastes better.
Factors affecting consumers consumption of organic product is therefore
important to protect consumers from harmful and fake products(cornell  green hotelier,2003). Profile of buyers and
non-buyers can of organic food can be figured out through proper investigation.  Enhancing the profitability of the food industry,
designing of organic food labeling certification, improving public health are
the critical decision that has to be undertaken whiling improving food
standards. The organic
agriculture is related to the sustainability of the society and the earth (Drichoutis
et al., 2005 ). Organic  food and sustainability in restaurants go hand
in hand. However, it is important to distinguish the differences between the
two and for the facts to made clear. Organic food may have the upper edge with
regard to food health and safety, but sustainable practices generally have
greater societal and environmental impacts as a whole. There should be  a good balance between the two terms which can
make  business both profitable and
socially responsible (Jennifer Chait, October 27, 2017).

Defination of organic food.

There is
no  generic definition of the term
‘organic’ but different countries have different set of standards for products
to be certified as ‘organic’. In simple words, organic food is minimally
processed food that help to maintain the integrity of the food without
preservatives, artificial flavouring (like MCG) or irradiation. Organic food is
obtained by cultivation techniques and practices that consider both the
attributes of the final product and production methods which are friendly to
the environment (Chinnici et al., 2002.

methods of obtaining food like organic meat, poultry , dairy products come from
animals that are given no antibiotics or growth hormones. Using most conventional
pesticides, fertilizers made with synthetic ingredients or sewage sludge;
bioengineering; or ionizing radiation is certainly not the way to produce
organic products (United States Department of Agriculture National Organic
Program, 2000).

The term
‘organic’ not only defies set of harmless agriculture production technique but
is ultimately meant to respect the nature and life, pay attention to the
conservation of the ecology to enhance environmental quality for future

Offerings provided
by hotel’s restaurants is another layer of options for our guests, and cater to
an ever-growing audience that is committed to organic eating as part of a
healthy lifestyle (Philipp Posch, 2010). Certainly, it is not something new.
Trend of bringing organic food and products to hotel’s restaurants seems to be
the emerging trend in this industry.

1.3 Purpose
of research

Increase in
concern for food safety and health hazards, many consumers have shifted there
focus to organic products (Laroche et al., 2001). Consumer interest was
increased towards their green practices for the betterment. Organic food
maintains balance between human, other living organisms, nature. Originality as
well as authenticity  of food product is
well maintained and does not promote use of artificial preservatives and
enhancers. Therefore it ensures health by no excess use of harmful ingredients.

The aim of
this study is to obtain knowledge about variances that is required for
motivation of consumption of organic food in hotels. The variances include  demographic characteristics, attitudes,
health consciousness, environmental concerns, organic food knowledge and
behaviour towards organic foods. Outcome of the research is to know about the
purchase behaviour of organic food in restaurants. Public and global health of
the society can be greatly benefited if organic food is consumed by more people.
Results at the end of the day is that, this benefits consumers, manufacturers
and whole society as well.

1.4 Organic
food consumption

 Following the widespread, residents are
getting more and more awareness about health consciousness and consumption of
healthy and nutritious food. A major and convincing role is played by
government in encouraging consumers to pay for green food.

has the advantage in finding out the determinants of purchase selection of
organic food (Lin and Huang (2011). Government should provide some subsidies
and supportive policies to motivate consumers and businesses  to bring more distributive channels to raise
the visibility of green product. Government should also reduce the prices of
these products in order to encourage consumers to buy organic goods (Tan, 2013).
In this process , different parties can step out with the most effective way to
build positive attitudes among customers.


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