THE CHANGING CONSUMER ATTITUDE TOWARDS ORGANIC FOODS IN INDIA

Dr. D. Narasimha Murthy, Vijaya Kumar. B.

Abstract


The World Health Organization's fact sheet on food safety reveals increasing trend in illness caused by the consumption
of contaminated food. Contaminated food containing harmful bacteria, viruses, parasites or chemical substances, causes
more than 200 diseases – ranging from diarrhea to cancers. In order to minimize the impact on health due to the consumption of chemicals in
food, the consumption of organic food has been on the raise. Organic food ingredients are grown without the use of pesticides, synthetic
fertilizers, sewage sludge, genetically modified organisms, ionizing radiation or growth hormones.
Our objective is to understand the factors that motivate consumers to buy organic food for consumption. This research paper collected data
through a structured survey. The respondents for this research included the current and potential users of organic food. The vast majority of the
respondents are male, in the age group of 21 to 40 years and whose monthly income exceeds Rs. 40,000.
Wilcoxon signed rank test for median was used for analysis since the data was non-parametric. The study revealed the factors that can improve
the consumption of organic food are cost of organic food becomes more affordable, the availability becomes easier, the shelf life increases and
more importantly, the food should be certified as organic by an agency of repute. The overall analysis from the survey shows that there is a
positive trend in organic food consumption.
The “brand” didn't emerge as a significant factor for the consumption of organic food. Organic food market and branding is nascent and is picking
up moment in recent years. There are no dominant players in the market yet across all segment of organic food.


Keywords


Organic Foods, Purchase Intention, Motivation, Consumer

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References


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