Influence of Health Consciousness on Customer Satisfaction towards Organic Food Products: Evidence from Bengaluru

Abstract

Organic food consumption in Indian cities has expanded at a pace that far outstrips the growth of most conventional food categories. The surge is not incidental; it is rooted in a measurable shift in how urban citizens perceive food, health, and the environment. This study examines the influence of health consciousness on customer satisfaction towards organic food products, drawing primary evidence from Bengaluru, one of India's most economically dynamic and health-aware metropolitan cities. A structured questionnaire survey was conducted among 210 consumers who regularly purchase organic food products. The constructs examined include health consciousness, perceived quality, price sensitivity, environmental concern, and overall customer satisfaction. Data were analysed using descriptive statistics, Pearson correlation, Cronbach's Alpha reliability tests, and multiple regression analysis. The regression model explains 47.3 percent of variance in customer satisfaction (Adjusted R2 = 0.462), with health consciousness emerging as the single strongest predictor (Beta = 0.381, p < 0.001). Four research hypotheses were tested, of which three were fully supported and one was partially supported. The findings confirm that health-conscious consumers derive significantly greater satisfaction from organic food when product quality expectations are met. The study provides actionable recommendations for organic food retailers, brand managers, and Karnataka state policymakers.