Understanding the Growth Trajectory of the Organic Food Market: An Empirical Investigation

Organic food market, growth trajectory, consumer behaviour, willingness to pay, environmental consciousness, governmental support, exploratory factor analysis, multiple regression

The widespread application of synthetic pesticides and chemical-based fertilisers has significantly elevated agricultural productivity; however, it has simultaneously generated severe public health and environmental concerns. This context has catalysed consumer interest in organic food, making the organic food market one of the most dynamic and fastest-growing segments in the global agri-food sector. The present study empirically investigates the factors that underpin the growth trajectory of the organic food market. A structured questionnaire was administered to 179 respondents associated with the food market, and data were analysed using Exploratory Factor Analysis (EFA) followed by Multiple Regression Analysis. Four principal constructs were extracted: concerns regarding the environment, consciousness about health, willingness to pay, and governmental support. The regression model explains approximately 70.2% of variance in organic food market growth (Adjusted R² = 0.702, F = 105.689, p < 0.001). Among these constructs, willingness to pay emerged as the most significant predictor (β = 0.807), followed by consciousness about health (β = 0.188), concerns regarding the environment (β = 0.111), and governmental support (β = 0.096). These findings provide actionable insights for policymakers, marketers, and stakeholders committed to mainstreaming organic agriculture.