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Brand Determined Preferential Purchase of Organic Food Items by Metropolitan Urban
Dwellers of India
P. Pandey Née Kapoor, S. Kumar, M. Imtiyaaz, S. Chugh, L. Judith and G. Prakash
Abstract:
The success of organic food production is anticipated to hinge on consumer demand, purchasing behaviour, and consumption patterns. A survey conducted with the urban population between 2022 and 2023 aimed to investigate the purchasing of organic food items in major metropolitan cities in India. This survey was independent of various socio-demographic factors, including age groups, area of residence, employment status, and family structure. Among the consumers, primarily students, there was a distinct preference for organic products over conventional ones when both options were available. Spearman’s correlation analysis was employed to explore relationships between different factors and the purchasing of organic items. The primary determinants influencing the preference for organic products included brand reputation, perceived environmental benefits, and product availability. Interestingly, the certifi cation of organic products showed a negative correlation with consumers’ preferences for organic foods, suggesting a lack of awareness among buyers regarding these certifications. Brands appeared to serve as indicators of authenticity for organic foods. Strategic policy changes are essential to address this disconnect and enhance awareness about organic products. One effective corrective measure could be implementing training programs for students in schools and colleges, focusing on marketing, certification, and organic production methods.
Awareness; Brand; Certification; Consumers; Organic food; Purchase
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