Indian Journal of Science and Technology

Abstract

Background: Organic products now a days are considered as healthy by most of the buyers as these are made up of natural substances. Organic products are grown without the use of fertilizers, artificial chemicals, and pesticides. The Indian organic food market although initsnascent stage, has started growing rapidly. Consumers prefer organic food due to safety, human health, and environmental concern and also due to attributes like nutrition value, taste, freshness and appearance of organic food matters a lot for consumers. Methods/Statistical Analysis: Multiple linear regression technique was used to find the determinants which could explain the preference among consumers to buy the organic food products. Descriptive statistics was used to understand the demographic information. Findings: From this study, it is seen that the consumers prefer to buy organic food products, there are various factors impacting the preference including demographic characteristics of the consumers. It has been observed that females have more preference for organic food products as compared to male respondents. More number of educated respondents prefers to buy organic food products. Age group of 29-39 prefers to buy organic food as compared to other age groups. Also people of higher income group prefer to buy organic food. Consumers prefer to buy organic food products because of their perception that the organic food products are healthy and safe, nutritious and environment friendly. Application and Improvement: This research reveals the determinants of consumer preference towards organic food and it will be useful for the marketers to design a suitable marketing mix. This research can be incorporated to implement the various marketing strategies by the marketers and other factors impacting the preference of theconsumers in the various strata of the society.
Keywords: Consumer Preference and Availability, Factors, Organic Food Products