Scrutinizing Actual Buying Behaviour of Organic Food Customers in India

ABSTRACT

Over a period, it has been a compulsion for the consumers to shift towards organic food. The challenges on the health of consumer and environment are clearly visible from last few decades due the conventional food production, consumption, and decomposition. This research analyzes and the key factors towards the shift in consumer behavior for organic food. This manuscript has analyzed the results of various research performed among different countries. It has also examined the contributing aspects and suggest recommendations for the upcoming research in this area. The study looked at how customer actual buying behaviour would change depending on the quantity of knowledge they possessed and would appreciate buying organic food over conventional food because they are environmentally conscious. A positive change in young consumers attitudes would occur if schools and colleges provide knowledge regarding food safety concern. The findings have provided recommendations to the producers, distributors, wholesalers, retailers, customers, marketers, and market regulatory agencies dealing with organic food. This study has also provided suggestions to the policy makers for creating an ecosystem to build a mature organic food industry. The sustainable production, distribution, consumption, and decomposition can be achieved once all the stakeholders understand and work together for making a sustainable ecosystem towards food & beverages industry.

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