A COMPREHENSIVE STUDY ON THE FACTORS INFLUENCING CONSUMER BEHAVIOR TOWARDS ORGANIC FOOD PRODUCTS IN CHENNAI

This study explores consumer behavior towards organic food products in Chennai, focusing on demographic patterns, attitudes, and barriers to adoption. The increasing trend of organic food consumption, driven by health consciousness and environmental concerns, is examined in relation to the challenges faced by consumers in terms of pricing, trust, and availability. Using a quantitative approach, data was collected through a structured questionnaire, analyzing factors such as health consciousness, environmental concern, price sensitivity, and trust in certification. Regression and factor analysis identified key determinants influencing organic food purchase behavior, with health consciousness and trust in certification emerging as the most significant factors. The study highlights the importance of addressing barriers such as high prices and limited availability to promote organic food adoption. Recommendations for policy and marketing strategies are provided to enhance consumer trust and accessibility. This research contributes to the understanding of organic food consumption in Chennai, offering insights for businesses, policymakers, and stakeholders.