Consumer Attitudes and Determinants of Organic Food Purchasing Behavior: Evidence from Andhra Pradesh, India
Mangalapuri Vasanthi
*
Department of Extension Education and Communication Management, College of Community Science, Professor Jayashankar Telangana State Agricultural University, Hyderabad-500004, India.
M. Preethi
Extension Education Institute, Professor Jayashankar Telangana State Agricultural University, Hyderabad-500004, India.
*Author to whom correspondence should be addressed.
Abstract
The increasing awareness of the health and environmental benefits of organic food products has led to a growing demand for these products worldwide. This study examines consumer attitudes toward purchasing organic food products in Andhra Pradesh, India, by analyzing key factors influencing buying behavior, barriers to adoption, and overall consumer perceptions. A survey of 300 respondents was conducted to assess demographic characteristics, income levels, education, and awareness of organic foods. The data was analyzed using descriptive statistics, step-down regression and correlation analysis. The findings reveal that majority of consumers (89.33%) were young adults aged 18-33 years, predominantly male (71.67%), and highly educated, with 91.67% having completed graduation or higher studies. Despite 52.67% of respondents belonging to lower-income (below Rs.50,000), there was strong positive sentiment towards organic food products, with 97% of respondents believing organic foods to be healthier than conventional alternatives.
The study found that taste (85% agreed), quality (88% agreed), and hygiene (88% agreed) were key factors driving organic food purchases. While consumers showed high awareness and positive attitudes towards organic products, availability and accessibility remained significant challenges, with 88.33% of respondents reporting limited market availability. The research also identified interesting purchasing patterns, with most respondents preferring weekly (63.66%) or monthly (63.33%) purchases, primarily from supermarkets and malls (83.66%). Price sensitivity emerged as a notable factor, with 46.33% of respondents acknowledging that organic products are more expensive than conventional alternatives. A step-down regression revealed that income were significantly associated with consumer attitudes. Correlation analysis revealed that positive and significant relationship between age, Gender, annual income and Occupation at 0.05 and 0.01 levels of probability respectively.
The findings highlight the growing acceptance of organic food products among educated, urban consumers in Andhra Pradesh, while also identifying key barriers such as availability and price. The study's insights can help policymakers, marketers, and organic food producers develop targeted strategies to promote organic food consumption in regions.
Keywords: Consumer behavior, environmental concern, food safety, health consciousness, market accessibility, organic food products and purchasing patterns