A Study on Factors Affecting Consumer Buying Behaviour Towards Organic and Non-Organic Food Products in Bangalore

Abstract

Consumer preferences and choices regarding food products have undergone a significant transformation in recent years, with a growing emphasis on health, sustainability, and environmental concerns. This study aims to explore and analyze the factors that influence consumer buying behavior towards organic and non-organic food products in Bangalore, India. The research is based on a mixed-methods approach, incorporating both quantitative and qualitative data collection methods. A structured questionnaire was administered to a diverse sample of 200 consumers, while in-depth interviews were conducted with 20 participants to gain deeper insights into their buying decisions. The study also incorporates a review of relevant literature to provide a comprehensive understanding of the subject. Key findings from the study indicate that consumer buying behavior towards organic and non-organic food products is influenced by a combination of factors, including price, quality, health consciousness, environmental awareness, trust in product labeling, and awareness of certification standards. The study reveals that consumers in Bangalore are increasingly conscious of the health benefits associated with organic food products and the potential harm of pesticides and chemicals in non-organic alternatives. Furthermore, the study highlights that while the perception of organic food products as being healthier and environmentally friendly drives their demand, price sensitivity remains a significant barrier for a substantial portion of consumers. Additionally, the influence of marketing and information campaigns, as well as personal experiences, plays a pivotal role in shaping consumer choices in this context. This research offers valuable insights for both marketers and policymakers, helping them better understand the dynamics of consumer buying behavior towards organic and non-organic food products. It underscores the importance of price competitiveness and the need for effective communication regarding the benefits of organic food products. As the demand for organic food continues to rise, this study provides a basis for future research and strategic decision-making in the food industry.