A STUDY ON CONSUMER AWARENESS AND BUYING BEHAVIOUR TOWARDS THE GREEN PRODUCTS IN BANGALORE AND CHENNAI

Abstract

Changing the food consumption patterns of consumers seems to be one of the biggest threats to leading a healthy life. The use of chemicals and fertilisers ruins the environment and human health. As a result, organic agriculture started booming in many countries around the world. Now consumers are using organic food as part of their daily intake. Hence, this research focuses on consumer behaviour towards organic food products. Further, it analyses the consumer’s willingness to pay a premium for food articles. This study focuses on consumers of organic food products. It is analysed from the perspective of their knowledge, perception, attitude, and trust towards organic food products. Consumers’ willingness to pay a premium for organic food products was examined separately with the help of percentage analysis and a descriptive test. Consumers were asked how much they were willing to pay extra for organic food.

Keywords: Organic food products, Consumer behavior, Buying behaviour.