Sanchya Makhija and Rupa Upadhyay
Subhash Nagar, New Delhi
The whole world is moving towards a healthier and environment-friendly lifestyle and the organic food market has been growing tremendously in India also. The present research is focused on understanding consumer’s awareness and purchase patterns towards organic food products. For the present study, 120 consumers were categorised into three categories and a research tool was administered. Those three different categories were: consumers engaged in growing organic foods at the household level, professionals associated with corporates and the last section comprised of consumers purchasing food products at supermarkets having organic food sections. The focused areas were Najafgarh, West Delhi; Jasola, East Delhi and Gurugram, Haryana. The research shows the dominance of women in all three categories. There was a positive attitude and high level of awareness amongst consumers regarding the purchasing of organic food who are engaged in household agricultural practices. Due to their involvement in growing organic foods on their own, a high level of knowledge related to organic certifications and the benefits of consuming organic food products was also observed. This category of consumers has the highest frequency of purchasing organic food and spends the highest amount among all three categories. On the other hand, people associated with corporations have negative purchase intentions and prefer to purchase conventional food when compared to organic foods. The extent of awareness in the second category was less when compared to the consumers engaged in household agricultural practices. All three categories majorly purchase organic fruits and vegetables followed by milk products.