Consumer Buying Behaviour towards Organic Fruits and Vegetables in Kerala

Abstract

The rising concern for health and environmental protection has necessitated the international market to experience remarkably high development in terms of the organic sector. Consumption of food products that are grown organically is considered to be the best alternative to avoid various health hazards when compared to conventionally grown. The current era has started witnessing a developing consumption pattern among metropolitan buyers to check out organic products primarily fruits and vegetables as they lack opportunities to consume edibles that completely evade artificial fertilizers and insecticides. The current research is confined to the consumption of organic fruits and vegetables in specific and not organic products as a whole down to the fact that the national sample survey based on consumer s household expenditure organised by the Government of Kerala, states that fruits and vegetables account for the major portion of consumer s monthly per capita expenditure. Secondly, as these fruits and vegetables fall as an inevitable part of consumers lifestyles, due to their nature of perishability and reduced shelf-life, their purchase pattern is highly influenced by various socio-psychological elements, which is what the research investigates. India has been predicted to be the next consumer powerhouse due to exceptional development in the organic export market, according to reports from the Associated Chambers of Commerce and Industry of India. Furthermore, India has been undergoing an organic revolution over the past few years. It has been listed as the second-largest exporter of the world s organic produce, even though domestic consumption is still in its infancy, with less than 1% of the market. Reports from various specialised agencies from the government states that most of the edible products, including fruits and vegetables sold in India, are adulterated, which in turn can cause serious threat to people s overall health and the entire ecosystem. This initiates the question of why organic foods which..