Consumer Preference Towards Organic Products

Abstract

In recent years, increasing awareness regarding health, environmental sustainability, and eco-friendly lifestyles has significantly influenced consumer buying behaviour. Consumers are becoming more conscious about the harmful effects of chemical-based and non-sustainable products on both personal health and the environment. As a result, the demand for organic products has witnessed substantial growth, particularly among younger consumers and urban populations. Organic products, including food items, herbal personal care products, and eco-friendly household products, are increasingly preferred due to their perceived health benefits, product quality, and environmental

For the purpose of the study, primary data was collected from 66 respondents belonging to urban and semi-urban areas, including students, young professionals, homemakers, and working individuals. A structured questionnaire was used as the primary data collection tool. The research follows a descriptive research design, and convenience sampling was adopted for selecting respondents based on accessibility and willingness to participate. Statistical tools such as percentage analysis, tabulation, and chi-square testing were used to analyse the data and test the relationship between awareness and frequency of purchase.

The findings of the study reveal that consumer awareness regarding organic products is considerably high among the respondents. A significant proportion of consumers prefer organic food products, followed by herbal personal care and eco-friendly household products. Health benefits emerged as the most important factor influencing consumer preference, followed by product quality and pricing. The study also indicates that most consumers show a positive attitude toward organic products and are willing to pay a premium price for safer and environmentally friendly alternatives.