1.Introduction1.1 BackgroundAs we allknow, consumers consciousness of increase in food safety and health issues andenvironment problems has led or contributed to growth in emergence of organichotels in India. Issues related to safety and quality of food attract consumerinterest in organic food that is free from pestisides and residues(Fotopoulosand Krystallis, 2002,Childs and Polyzees, 1997; Zotos et al.
, 1999; Baltas,2001). The concept of “organic food” is well known to consumers, but theproportion of consumers of organic food is low ((Grunert, 1993; Wandel andBugge, 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 thelocal economy and a wholesome lifestyle, and pursuit of fashion(Hughner et al.
(2007). In case of food and drinks that are organically produced, many peoplebelieve that it is more nutritious and healthier and also tastes better.Factors affecting consumers consumption of organic product is thereforeimportant to protect consumers from harmful and fake products(cornell green hotelier,2003). Profile of buyers andnon-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 arethe critical decision that has to be undertaken whiling improving foodstandards.
The organicagriculture is related to the sustainability of the society and the earth (Drichoutiset al., 2005 ). Organic food and sustainability in restaurants go handin hand.
However, it is important to distinguish the differences between thetwo and for the facts to made clear. Organic food may have the upper edge withregard to food health and safety, but sustainable practices generally havegreater societal and environmental impacts as a whole. There should be a good balance between the two terms which canmake business both profitable andsocially responsible (Jennifer Chait, October 27, 2017).1.
2Defination of organic food.There isno generic definition of the term’organic’ but different countries have different set of standards for productsto be certified as ‘organic’. In simple words, organic food is minimallyprocessed food that help to maintain the integrity of the food withoutpreservatives, artificial flavouring (like MCG) or irradiation. Organic food isobtained by cultivation techniques and practices that consider both theattributes of the final product and production methods which are friendly tothe environment (Chinnici et al., 2002.Traditionalmethods of obtaining food like organic meat, poultry , dairy products come fromanimals that are given no antibiotics or growth hormones. Using most conventionalpesticides, fertilizers made with synthetic ingredients or sewage sludge;bioengineering; or ionizing radiation is certainly not the way to produceorganic products (United States Department of Agriculture National OrganicProgram, 2000).The term’organic’ not only defies set of harmless agriculture production technique butis ultimately meant to respect the nature and life, pay attention to theconservation of the ecology to enhance environmental quality for futuregenerations.
Offerings providedby hotel’s restaurants is another layer of options for our guests, and cater toan ever-growing audience that is committed to organic eating as part of ahealthy lifestyle (Philipp Posch, 2010). Certainly, it is not something new.Trend of bringing organic food and products to hotel’s restaurants seems to bethe emerging trend in this industry.1.3 Purposeof researchIncrease inconcern for food safety and health hazards, many consumers have shifted therefocus to organic products (Laroche et al., 2001). Consumer interest wasincreased towards their green practices for the betterment. Organic foodmaintains balance between human, other living organisms, nature.
Originality aswell as authenticity of food product iswell maintained and does not promote use of artificial preservatives andenhancers. Therefore it ensures health by no excess use of harmful ingredients.The aim ofthis study is to obtain knowledge about variances that is required formotivation of consumption of organic food in hotels. The variances include demographic characteristics, attitudes,health consciousness, environmental concerns, organic food knowledge andbehaviour towards organic foods.
Outcome of the research is to know about thepurchase behaviour of organic food in restaurants. Public and global health ofthe 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, manufacturersand whole society as well.1.4 Organicfood consumption Following the widespread, residents aregetting more and more awareness about health consciousness and consumption ofhealthy and nutritious food.
A major and convincing role is played bygovernment in encouraging consumers to pay for green food.Governmenthas the advantage in finding out the determinants of purchase selection oforganic food (Lin and Huang (2011). Government should provide some subsidiesand supportive policies to motivate consumers and businesses to bring more distributive channels to raisethe visibility of green product. Government should also reduce the prices ofthese 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 tobuild positive attitudes among customers.