A Study On Consumer Perception And Buying Intentions Towards Organic Food Products In Thanjavur District
Keywords:
Consumer Perception, Buying Intention, Organic Food Products, Health Consciousness, Thanjavur District, Perceived Barriers.Abstract
This study evaluates consumer perception, buying behavior, and future purchase intentions regarding organic food products in Thanjavur District, Tamil Nadu. While regional agriculture is predominantly conventional, growing health consciousness and environmental awareness are driving shifts toward organic consumption. Utilizing primary data collected from 91 respondents across multiple talukas of Thanjavur District, the empirical analysis evaluates key factors influencing purchasing decisions, satisfaction metrics, and perceived market barriers. Utilizing Likert scale quantitative frameworks, Chi-Square tests, and Weighted Mean ranking analysis, the empirical results reveal strong positive perception toward organic foods primarily driven by long-term health benefits (4.30) and freedom from synthetic chemicals (4.19). However, market expansion faces notable constraints, primarily driven by premium pricing (4.15) and doubts regarding organic label authenticity (3.95). The paper concludes with targeted marketing and policy suggestions to resolve structural market barriers in the study area.
