Demographic patterns in the usage of organic fruits and vegetables: Evidence from selected urban and rural blocks of Himachal Pradesh

The study examines the usage patterns of organic fruits and vegetables among consumers across different demographic groups and regional blocks of Himachal Pradesh. The study adopted a descriptive and analytical approach using data collected from 375 participants through a structured questionnaire based on a five-point Likert response format. Further the data was analysed using the statistical tools including mean, standard deviation, skewness, kurtosis, independent samples t-test, one-way ANOVA, and post-hoc analysis to study variations in organic fruits and vegetables usage across blocks, age groups, and gender. The findings reveal significant regional variations in usage levels, with comparatively higher consumption observed in rural blocks than urban block. Age-wise analysis indicates statistically significant differences, with younger consumers demonstrating higher usage. However, gender-based analysis shows no significant difference in organic fruits and vegetables usage. The study provides insights for policymakers, marketers, and local producers to design targeted awareness programmes and promotional strategies to encourage sustainable consumption practices and strengthen the organic food ecosystem in Himachal Pradesh.