INTRODUCTION

The organic food market has become one of the most rapidly growing sectors in
developed economies around the world, especially in the European Union (Chen 2007). In
2010, this market reached 18.1 billion euros in sales, compared to 10.0 billion euros in 2004
(Schaack et al. 2012).
Organic farming originally began as an alternative production system to help preserve
the environment, and reduce the negative environmental impact on natural resources such as
soil, air, and water (Stolze et al. 2000; Alonso and Guzmn 2004; Gonzlez et al. 2005).
Other benefits, like rural economic development, also stem from this basic objective (Cobo
and Gonzlez 2001; Ploeg et al. 2002; Gonzlez et al. 2007).
In the era globalization,consumer have become more concerned about the nutrition,
health, and quality of food they eat (Gil et al., 2000). In addition, knowledge made people not
only taking more care of themselves but also environment for healthy and safety purpose.
Organic foods are food which are produced through methods that do not involve non-natural
pesticides and chemical fertilizers. Many studies also show that the level of important
elements that are required for body such as protein, vitamins and nutrition is higher in organic
food.
As green products have gained popularity in the market, more consumers have looked
for greener products (Nimse et al., 2007). Thus, the request for organically developed goods
has become greater than before (Chen, 2009). Purchase of organic foods can be seen as an
action motivated by beliefs about healthiness and possibly good taste of these products as well
as by beliefs about the positive impact on the environment and welfare of production animals.
The increase in organic sales is largely due to the increase of health and environment
consciousness (Ness et al., 2010). With consumers support in organic food purchase, many
important benefits such as improved yields, energy efficiency, safety for consumers, improved
soil levels and better protected environment will be fulfilled.
The objective of this study is to identify the reason on why consumer prefer on taking
organic food rathr than the conventional food. Given the potential importance of organic
foods, it is interesting to study the factors that drive the consumer to stay loyal and
relationship between customer purchasing power and customer loyalty towards organic food .

References
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Chen, M. (2007), Consumer attitudes and purchase intentions in relation to organic foods in
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Nimse, P., Vijayan, A., Kumar, A. and Varadarajan, C. (2007), A review of green product
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