The Buying Behaviour of Consumers Towards Organic Food: An Empirical Study

Abstract

The concern for health and food safety have been rising day by day. Being free of harmful chemical fertilizers and pesticides, organic food has positive health benefits. Consumers are from the threat of food poisoning and other harmful health problems arised by consuming food having harmful chemicals. The consumption of organic products in Indian has been growing significantly in the past five years. Consumers are willing to pay more for organic goods due to their health benefits. . Hence, the present study is concerned with analysis of consumers‘ buying behaviour towards organic products. The primary data was collected from the respondents with the help of a structured questionnaire. The results concluded that most of the consumer especially in urban area prefer organic food product. Marketers should pay attention on their marketing activities for strengthening the organic production in India.