Taste

Store reputation
Credibility of product

Certification cost
Farmer Training
Premium pricing
High prices of organic food signals better products (Sushil Kumar and Jabir Ali 2011)

Processing cost
Packaging cost

Retailer margin

Size of farms

Framework of Dependent and Independent

Variables of the complete Empirical Study:

Healt
h
Consc
iousn
ess

Credi
bility
of
produ
ct

Packa
ging

Store
Reput
ation

Premiu
m
Pricing

Price
Farmer
Trainin
g

Purchas
Certific
ing
ation
Intentio
Cost
n
Food
Mileage

Availabil
ity
Taste

Convers
ion
Time

Process
ing
Cost
Packagi
ng Cost
Retailer
Margin
Size of
Farm

Market
Volatilit
y
Ecomm
erce
Retailer
-Suppli
er
Relatio
nship

Flow of the Interview