On Recent Trends in Consumer Perception and Behaviour Towards Organic Food
K.Gunaseelaprabhu1, Ramya.J2

1Dr.K.Gunaseelaprabhu, Associate Professor, Department of Management Sciences, Sri Ramakrishna College of Arts and Science, Coimbatore-641006.

2Ramya.J, Research Scholar (Full time), Department of Management Sciences, Sri Ramakrishna College of Arts and Science, Coimbatore-641006.

Manuscript received on 19 October 2019 | Revised Manuscript received on 25 October 2019 | Manuscript Published on 29 June 2020 | PP: 115-117 | Volume-8 Issue-10S2 August 2019 | Retrieval Number: J102108810S19/2019©BEIESP | DOI: 10.35940/ijitee.J1021.08810S19

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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Food consumption practice is changing worldwide among consumers. They have opted to go for food products which are free from synthetic chemicals, pesticides and fertilisers. The health issues and environmental hazards have been the driving forces behind the shift towards the consumption patterns. Therefore people wish to go for the agricultural products which are grown with the naturally available grains and genetically non-modified seeds which are termed as organic foods. Besides health benefits, the organic foods proves to be better for the environment too. The use of chemical fertilizers and pesticides to keep away the bugs in turn affect the humans and soil too. Hence a consumer prefers to go for quality food taking and his perception towards organic food is based on more desirable characteristics such as nutritive value and taste. The present study enables to understand the recent trends in consumer perception and behaviour towards organic food. The objective of this study is to learn about consumer perception and behaviour and to understand about the key factors that motivate the consumers to choose organic food. The study will also help to obtain knowledge about the purchase intention and attitude of the consumers. The findings of the present study would add insight to emerging organic food industry in India and worldwide and consumers interest and satisfaction towards it.

Keywords: Organic food, Chemical Fertilisers, Consumer Attitude, Consumer Perception & Consumer Satisfaction..
Scope of the Article: Vision and Speech Perception