CONSUMER ATTITUDE AND PROPENSITY TO BUY ORGANIC FOOD IN RELATION TO CHENNAI CONSUMERS.

Abstract

Organic food is a rapidly growing industry, and this research intends to investigate what variables impact customers' opinions regarding the product and how those sentiments impact their intents to buy. The organic food industry is booming, with growth even in India's most populous cities. Consumers' attitudes and actions towards organic food can be better understood with the help of this study. Attitudes towards organic food are impacted by six major elements. The following factors were considered: trust, accessibility, value for money, health consciousness, product information, and perception of organic food. This report makes an effort to fill a gap in the literature by examining how people in Chennai feel and act in relation to organic food. The development of a hypothesis-based research paradigm followed a review of relevant literature. In order to put the model through its paces, customers in Chennai took part in an online poll. There is no doubt that health awareness, consumer knowledge, and personal standards influenced the attitudes of consumers in Chennai. Furthermore, the theory proposes that attitude and purchasing intention are positively correlated.