THE CHANGING CONSUMER ATTITUDE TOWARDS ORGANIC FOODS IN INDIA
Journal Title: IJAR-Indian Journal of Applied Research - Year 2018, Vol 8, Issue 10
Abstract
The World Health Organization's fact sheet on food safety reveals increasing trend in illness caused by the consumption of contaminated food. Contaminated food containing harmful bacteria, viruses, parasites or chemical substances, causes more than 200 diseases – ranging from diarrhea to cancers. In order to minimize the impact on health due to the consumption of chemicals in food, the consumption of organic food has been on the raise. Organic food ingredients are grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modified organisms, ionizing radiation or growth hormones. Our objective is to understand the factors that motivate consumers to buy organic food for consumption. This research paper collected data through a structured survey. The respondents for this research included the current and potential users of organic food. The vast majority of the respondents are male, in the age group of 21 to 40 years and whose monthly income exceeds Rs. 40,000. Wilcoxon signed rank test for median was used for analysis since the data was non-parametric. The study revealed the factors that can improve the consumption of organic food are cost of organic food becomes more affordable, the availability becomes easier, the shelf life increases and more importantly, the food should be certified as organic by an agency of repute. The overall analysis from the survey shows that there is a positive trend in organic food consumption. The “brand” didn't emerge as a significant factor for the consumption of organic food. Organic food market and branding is nascent and is picking up moment in recent years. There are no dominant players in the market yet across all segment of organic food.
Authors and Affiliations
Dr. D. Narasimha Murthy, Vijaya Kumar. B.
Keywords
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