Advances in Consumer Research
Issue 4 : 603-611 doi: https://doi.org/10.5281/zenodo.19703536
Original Article
An Empirical Study of Consumer Attitude and Behaviour towards Organic Food in Cuddalore City
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1
Department of Commerce, PSV College of Arts and Science, Mullodai, Puducherry
2
Assistant Professor, PSV College of Arts and Science, Mullodai, Puducherry
3
Assistant Professor, Jain (Deemed-to-be University), Bangalore
4
Assistant Professor, Department of Management Studies, Raji Gandhi College of Engineering and Technology, Puducherry.
5
Assistant Professor, Jain (Deemed-to-be University), Bangalore.
Abstract

Nature is an invaluable endowment, and adherence to natural principles is essential for achieving social, cultural, economic, and physical well-being. Well-being is true wealth. However, in order to meet the demands of the rapidly growing global population, the excessive exploitation of natural resources has intensified. Overuse of chemical inputs in agriculture has led to soil degradation by reducing its water-holding capacity and permeability. The extensive use of pesticides has resulted in severe health consequences, including mortality, disability, organ dysfunction, debilitation, and several other diseases. At present, India is unable to completely eliminate the use of synthetic agro-chemicals, particularly inorganic fertilizers, due to the food requirements of its large and continuously expanding population. The present study aims to assess consumer attitudes and behavior towards organic food by examining the extent of its usage, the problems faced by consumers, and their level of satisfaction. The study was confined to Cuddalore City. A descriptive and analytical research design was adopted, and data were collected from 100 organic food consumers using a structured questionnaire. Information related to usage patterns, perceived problems, and satisfaction levels was obtained. The collected data were analyzed using statistical tools such as the Chi-square test, correlation coefficient, and analysis of variance (ANOVA). The results revealed that various factors significantly influenced consumers’ decisions to purchase organic food. The majority of consumers were satisfied with several aspects of organic food, particularly its appearance. However, dissatisfaction was noted regarding product size, shop location, taste, and price..

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