INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue IX September 2025
www.rsisinternational.org
Page 3167
A Study on Consumer Attitudes and Buying Behavior towards
organic Food Products
Dr.Ch.Ananda Kumar
1
, Dr.Mathe Anil Kumar
2
1
Lecturer in Commerce, VSR Government Degree and PG College, Movva, India
2
Lecturer in Botany, VSR Government Degree and PG College, Movva, India
DOI: https://doi.org/10.51244/IJRSI.2025.120800286
Received: 18 Sep 2025; Accepted: 25 Sep 2025; Published: 06 October 2025
ABSTRACT
The growing awareness of health, environmental sustainability, and food safety has led to a significant rise in
consumer interest in organic food products. This study examines consumer attitudes and buying behavior
towards organic foods, focusing on the factors that influence purchasing decisions. It explores consumer
perceptions, motivations, and barriers related to organic product consumption, considering variables such as
health consciousness, environmental concerns, income levels, price sensitivity, and product availability. Data
was collected through structured surveys and analyzed to understand patterns of consumer preferences and
purchase intentions. The findings reveal that while consumers generally hold a positive attitude toward organic
products due to their perceived health and environmental benefits, high prices, lack of awareness, and trust in
certification remain major obstacles. This study contributes to understanding consumer behavior in the organic
food sector and provides insights for marketers, policymakers, and producers to develop strategies that
encourage sustainable consumption and market growth.
INTRODUCTION
In recent years, there has been a growing shift in consumer preferences toward healthier, safer, and
environmentally sustainable food choices, leading to a significant increase in the demand for organic food
products. Organic foods, cultivated without the use of synthetic fertilizers, pesticides, genetically modified
organisms (GMOs), or artificial additives, are perceived to be more natural, nutritious, and environmentally
friendly. This shift in consumer behaviour reflects increasing awareness of health concerns, food safety issues,
and environmental sustainability, particularly among urban and educated populations.
Consumer attitudes and buying behaviour play a crucial role in determining the growth of the organic food
market. Attitude refers to an individual’ s evaluation, perception, and feelings about organic products, while
buying behaviour reflects the decision-making process and actual purchasing actions of consumers. Factors
such as health consciousness, income levels, lifestyle patterns, environmental concerns, product availability,
and price sensitivity influence consumer decision-making in this context.
The organic food market in India and globally has witnessed rapid growth over the last decade, driven by
rising disposable incomes, urbanization, and greater access to organic products through supermarkets, specialty
stores, and online platforms. However, despite increased awareness, barriers such as high prices, limited
availability, lack of trust in certifications, and insufficient consumer knowledge still pose challenges to market
expansion. This research aims to explore consumer attitudes and buying behaviour towards organic food
products, identifying the key motivations, perceptions, and challenges influencing their purchase decisions.
Understanding these factors is essential for marketers, policymakers, and producers to design effective
strategies for promoting organic food consumption and building a sustainable food ecosystem.
REVIEW OF LITERATURE
In general, green or organic foods refer to foods that are safe to be consumed, are of fine quality, are concerned
with humane animal treatment, are nutritious foods and are produced under the principle of sustainable
development (Liu, 2003). Shashikiran and Madhavaiah (2014) Marketing organic products with standard
packaging and a logo or statement confirming the organic status adds to the value of the products in terms of
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue IX September 2025
www.rsisinternational.org
Page 3168
quality and social benefits, etc. Jasmin Pandiya, Nayankumar Vala. Profiling of Organic Food Buyers in
Ahmedabad City: An Empirical Study Pacific Business Review International 2012; Mohamed Bilal Basha,
Ramesh K. Consumer Attitude towards Organic Food in Trichy – South India (2014). The proportion of people
consuming organic food has been found to rise with an increase in income (Torjusen et al., 2001).
Statement of the problem
The study is conducted to identify the problem faced by the using non organic products which has chemical
ingredients to get more yield .Today, the world needs a new discussion and innovation which leads to the
potential buyer’ s usage of harmful, to the consumers have got consciousness on organic products started
consuming regularly. The researcher shows interest on the positive impact to the society thus this particular
study has been carried out.
Objectives of the study
1. To analyze consumer attitudes towards organic food products and their perception of health and
environmental benefits.
2. To study consumer buying behaviour and identify key factors influencing the purchase of organic food
products.
3. To examine the relationship between consumer demographics (age, income, education, etc.) and their
preference for organic products.
4. To identify barriers that discourage consumers from purchasing organic foods.
5. To provide recommendations for marketers, producers, and policymakers to promote organic food
consumption effectively.
Scope of the study
Organic food products support no synthetic preservatives and the uniqueness of food. This set a checkpoint for
too much use unsafe ingredients and thereby ensures health. This study attempted to gain knowledge about
consumer attitude towards organic food product consumption and to see whether any potential that might
change their behaviour. The grounds for carrying out this study is that consideration for the environment could
come only from up-to-date citizens who are aware of, and fully dedicated to their rights to a quality health and
environment. However, any behaviour can be changed, it is essential to estimate the current state of consumers’
awareness and knowledge. Therefore consumer’ s attitude, perception towards organic food products,
willingness to pay for organic food product and intention to purchase organic food will be the main outline of
this study.
RESEARCH METHODOLOGY
Nature of Research Design: The research design adopted in the study was descriptive design, which is
concerned with the descriptive of a group. In descriptive research in such a way that the respondents is able to
comprehend clearly what the researcher needs and provides distinctive information to measure the data.
Area of the study: The area of the study is in Machilipatnam town.
Period of the study: The study was conducted for a period of six months.
Sources of Data: The study is based on primary data collection, collected from the users of organic food
products. The secondary data was collected from the articles, web resources, journals, and newspapers.
Sampling Design of the Study: The sampling technique in this study is convenient sampling. The sample size
consists of f different types of users who are using organic food products. A sample of 120 respondents was
taken into account.
Tools for Analysis: The tools used to analyze and derive the result are
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue IX September 2025
www.rsisinternational.org
Page 3169
1.Chi- square analysis.
2.Average Ranking analysis.
Limitations of the Study
1. The area is limited only to Machilipatnam town so results cannot be universally accepted.
2. The study is restricted to the sample size of 120 respondents only.
3. The researcher has composed data by convenient sampling using questionnaire and there is a likelihood
of certain deviations.
Analysis and Interpretation Chi-Square Analysis
Hypothesis: There is no significant relationship between Education qualification and types of organic food
products.
Table 1: Education Qualification and Types of Organic food Products
Educational
Qualification
Types of organic products
Vegetables & fruits
Herbs& Cosmetics
Others
Illiterate
8(30%)
4(15%)
11(41%)
9(120% )
Upto School
9(40%)
8(35%)
4(18%)
11(120%)
Under graduate
7(28%)
5(20%)
10(40%)
16(120%)
Post Graduate
6(23%)
14(54%)
5(20%)
14(120%)
Total
30
31
30
120
Since Xe2 = 7.16 for 12 degree of freedom at 5% level and X02 < Xe2 the null hypothesis is rejected. So there
is a significant relationship between Education Qualification and Types of organic food Product.
(II)Hypothesis: There is no significant relationship between Monthly income and price level of organic food
Products.
Table-2: Monthly Income and Price Level of Organic Food Products
Monthly Income
Satisfaction Level of Herbal Cosmetics Products
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
Total
Below
8(31%)
7(27%)
7(27%)
6(23%)
3(12%)
31(120%)
Since Xe2 = 21 for 12 degree of freedom at 5% level and X02 > Xe2 the null hypothesis is accept. So there is
no relationship between Monthly income and price level of organic food products.
Average Ranking Analysis
Table 3: Ranking Factors Influence to Choose Organic Food Products
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue IX September 2025
www.rsisinternational.org
Page 3170
Factors
Rank 1
Rank 2
Ran
k 3
Ran
k 4
Ran
k 5
Ran
k 6
Ran
k 7
Ran
k 8
Ran
k 9
Total
Mean
Rank
9
8
7
6
5
4
3
2
1
Quality
11
12
10
15
21
11
12
15
13
120
4.86
7
Score
99
96
70
90
105
44
36
30
13
583
Quantity
11
8
19
10
12
13
18
12
17
120
4.69
9
Score
99
64
133
60
60
52
54
24
17
563
Price
13
12
14
14
11
9
13
14
20
120
4.77
8
Score
117
96
98
84
55
36
39
28
20
573
Availabi
lity
14
12
14
13
11
14
15
15
12
120
4.97
5
Score
126
96
98
78
55
56
45
30
120
596
Taste
6
16
21
14
14
11
12
13
13
120
5.02
4
Score
54
128
147
84
70
44
36
26
13
602
Health
19
8
8
19
15
15
11
13
12
120
5.09
3
Score
171
64
56
114
75
60
33
26
12
611
Packing
13
12
13
14
10
18
14
13
13
120
4.92
6
Score
117
96
91
84
50
72
42
26
13
591
Suitable
for Kids
19
20
8
12
11
14
13
10
13
120
5.35
1
Score
171
160
56
72
55
56
39
20
13
642
Advertis
ement
14
20
13
9
15
15
12
15
7
120
5.32
2
Score
126
160
91
54
75
60
36
30
7
639
The above table reveals that the respondents have assigned 1st rank to suitable, 2ndrank to advertisement, 3
rd
rank to health, 4
th
rank to taste of, 5
th
rank to availability, 6
th
rank to packing, 7
th
rank to quality, 8
th
rank to
price and 9
th
rank to quantity. Majority of the respondents ranked to suitable in various consumer problems.
INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue IX September 2025
www.rsisinternational.org
Page 3171
FINDINGS
1.There is a significant relationship between Education Qualification and Types of organic food products.
2.There no significant relationship between Monthly income and price level of organic food products.
3.The greater part of respondents, ranked the quality of the product as First.
SUGGESTIONS
1. Awareness of organic products is to be created among consumers at most level.
2. Constant improvement in product quality would lead to raise the consumption of organic food products.
3. Positioning organic food products by their specific traits.
CONCLUSION
The study on consumer attitudes and buying behaviour towards organic food products reveals that consumers
are increasingly aware of the health benefits and environmental importance of organic foods. Positive
perceptions, health consciousness, and environmental concerns play a significant role in shaping purchase
intentions. However, factors such as high prices, limited availability, lack of trust in certifications, and
insufficient awareness act as major barriers to widespread adoption.The findings highlight the need for greater
consumer education, improved certification transparency, and strategic marketing efforts to encourage organic
food consumption. Retailers and policymakers can focus on making organic products more affordable and
accessible to strengthen consumer trust and promote sustainable food practices. Overall, this research
emphasizes the importance of understanding consumer behaviour in building a strong organic food market and
achieving long-term environmental and public health goals.
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