BEING ORGANIC: A LEAP TOWARDS SUSTAINABILITY

Abstract

Sustainability has been a major focus of discussion for companies worldwide in the past few decades both in terms of products as well as processes. This has also been characterized by increase in organic consumption habits among consumers. Since ages, the Indian food consumption habits have been characterized by organic usage and are finding greater space in households in the post pandemic scenario.  A review of literature on the preferences for organic products indicated a wide usage of structured questionnaire in surveys with predetermined factors or parameters. This study is an attempt to explore the literature on the preferences and usage of organic products for a holistic understanding of the market determinants and conduct a qualitative analysis to explore any additional factors which may play a role in influencing the organic consumption patterns in the future. This research may be utilized by marketers in strategizing for greater market share and growth of the organic product markets.