Analyzing the cultural compatibility on adoption of organic food product in Virudhunagar district.

Organic food, a rapidly developing market in India, appears to be extremely adaptable in urban areas. In semi-urban and rural locations, the same is quite new. Cultural compatibility is a major factor in the market adoption of new products. In the dimensions of Individualism, uncertainty avoidance, Power distance, and Masculinity, nearly 18 indices have been developed. To assess the instruments' reliability, a reliability test, a KMO test, and a factor analysis were performed to find the components with the highest loading, which were then utilized to create a path model. AGFI, GFI, RMSEA, and CMIN are all within permissible limits. AVE and Composite reliability are also identified to validate the model. It interpret that the dimensions of power distance, uncertainty avoidance, individualism and masculinity has shown the significant relationship with the cultural compatibility on the adoption of organic food product in the Virudhunagar District. [ABSTRACT FROM AUTHOR]