Influence of Celebrity Endorsement on Organic Food-A Exploratory Study

ABSTRACT

This study has been designed to explore the factors that influence the celebrity endorsement and the advertisement on the consumer’s purchasing behaviour of the organic food products on every age category. For this study 168 respondents were taken and conducted a survey in terms of questionnaire. The data were analysed using Exploratory Factor Analysis (EFA) technique. Result of the study suggest three factors or latent constructs which affect celebrity endorsement on purchasing behaviour of consumer organic food. Celebrities are well recognized faster than the product. It has been also seen that using organic food products people don’t have any age boundaries and in today’s world everyone is consuming the organic food because of the health-related issues concerning through pesticide grown food.

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