Consumer behavior and attitude towards organic products available in market of Bhopal city

Abstract

Organic food has been one of the fastest growing sectors of food industry in the past few decades as a legitimate alternative to conventional food. Organic food can be defined as the product of a farming system which avoids the use of synthetic fertilizers, pesticides, growth promoters and additives . In the last ten years, there has been much attention paid to organic foods and how they are redefining the way in which we consume agricultural goods. Various health groups and universities have undergone studies in order to show that organic food is a better option for consumers. The aim of this study is to identify the consumer s attitudes towards organic products in Bhopal city. This paper draws on a non-probability quota sample of 400respondents to explore the attitudes of Bhopal consumers towards organic food Products. It is recognized that the data gathered in this study focus on the area of new and old Bhopal. The specific area though, is considered to be representative of the total Bhopal population. Survey method is chosen and structured questions are asked to the respondents. Survey is only targeted to organic consumers in Bhopal city and no results from the non- organic consumers are included. Bhopal consumers seem to be informed about environmental and health issues. They seek Information about the nutritional value of food and demand more products free from chemical Residues. The result shows that most consumers associate organic consumption mainly with cereals and green tea. Although demographics seem to affect attitudes towards organics, their value in explaining actual behavior is minimal. However, there is an indication that the importance of motivation and barriers may vary for different product categories. Certain similarities in consumer s attitudes towards organic food products have been identified. This study attempts to provide evidence on the relatively under researched area of organics attitudes and behavior in Bhopal.