Author(s):

V Kavitha and K Chandran

Abstract: The growth of organic farming in India has helped consumers to choose healthier food products over non organic food products. The study was conducted in Coimbatore city of Tamil Nadu, India and investigated the consumers’ buying behavior towards organic food products based on the data collected from 100 respondents. The results of the study indicated that the health concern and need of pesticide free food was the prior motivation to choose organic food. There are certain hurdles in organic produce consumption among the non consumers. The study has shown that organic products are more expensive and unaffordable. Creating awareness about organic farming, inducing more farmers towards the organic way and fixing minimum guaranteed price for farmers which is also consumer friendly will induce more consumers towards organic consumption.

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