AN ANALYSIS OF CONSUMER PERCEPTIONS ABOUT ORGANIC FOOD LABELS IN KARNATAKA AND TAMIL NADU

Abstract

A basic human right is the ability to obtain affordable, sustainable, and healthful food. People, particularly in urban areas, are searching for healthier, more sustainable lifestyle options in response to growing environmental concerns. The market presents a conundrum for the majority of organic food customers, even while the rise in demand for organic food may appear to be an upmarket craze. There is a dearth of knowledge regarding the meaning of organic labels, how to read them, and whether organic foods are truly safe. The purpose of this work is to investigate consumer views regarding labels for organic food. A sample of respondents from various parts of Tamil Nadu State, India, are used for the study. The findings of this investigation will be applied to a larger study in this area. It appears to be consistent with the Kotler and Keller (2012) consumer behaviour model. The psychological traits of consumers affect how they interpret labels labelled as organic. The study only looks at how customers' perceptions of organic food product labels, taken alone and independent of other factors, affect their decisions to purchase. We take into account the ways in which social, cultural, and personal aspects affect how consumers integrate the meaning of labels.

Keywords: Consumer behaviour, Organic food, Organic labels