“Effect of Perceived Benefits Of Organic Food Products On Consumer Attitude In Chennai City”

Abstract

                Over the last decade, India has witnessed an exponential growth in the organic food sector and it has emerged as the fastest developing sector. Organic food is perceived to be healthier, safer and more nutritious. India has witnessed a tremendous change in terms of buying capacity, high rise in income pattern and change in lifestyle. All these factors have given a push to the affluent middle-class urban population which seems to be the potential frequent consumers of organic foods. The data was collected through pre-tested, self-administered online survey considering a fair representation of sample in terms of demographics and socio-economic factors across xx the major cities of India. The data analysis was performed using regression modeling. Findings revealed that the respondents displayed a significant positive attitude towards organic food. The study also modeled the Impact of benefits and risks perception on attitude organic food. The study has tried to provide valuable insights into the current studies of Indian and global Organic Food consumer behaviour. Beneficiaries of this study may include stakeholders in India and globally such as academicians, marketers, growers and governmental organisations making the policy frameworks.