Document Type : Research Article


1 Professor & Head, School of commerce, Bharathiar University, Coimbatore, Tamilnadu-India

2 Ph.D Research Scholars, School of Commerce, Bharathiar University, Coimbatore, Tamilnadu-India


Now a days consumers are preferred to consumes an organic has risen over an time, it may
shows an positive attitude towards these organic product, but in an research suggest
comparatively low volume of an Consumption in the markets. This has resulted to study
motivation to enhance a consumer tendency to choose to purchase organic foods. This research
attempt to understand a potential association between Motivation, buying behaviour and attitude
towards on organic products. To develop a theoretically framework by using an SDT (Self -
Determination Theory) which is used to evaluate an organic Consumers. The data was analyzed
through a Structural Equational Model (SEM), attitude and consumer behaviors are used to find
out an consumer motivation to purchase an organic foods. According to an SDT there are various
kinds of a motivational factors influencean consumer like intrinsic motivation, Integrated
regulation, Integrated regulation and Extrinsic motivation. Researcher find out a there is an
association between Introjection Motivation and Identified motivation are mostly influence
them to purchase am organic foods.