FACTORS INFLUENCING CUSTOMER PREFERENCES FOR ORGANIC FOOD PRODUCTS IN CHENNAI CITY – A STUDY

Abstract

The increase in population in India prompted the government to implement the Green Revolution. This initiative involved the extensive use of chemical fertilizers to enhance the productivity of agricultural goods. However, this approach significantly compromised the quality of these products and began to have detrimental effects on human health. In recent decades, there has been a growing awareness among consumers regarding the benefits of organic food, leading to an increase in its consumption. A study was conducted to examine the significant factors influencing customers' intentions to purchase organic food products in Chennai. Among the six key factors analyzed, health consciousness and environmental concerns emerged as the most influential on the intention to buy organic food in the region. Additionally, personal and financial factors also played a role in shaping purchase intentions, although their impact was not as pronounced as that of health and environmental considerations. Conversely, knowledge and product-related factors did not demonstrate a significant effect on the intention to purchase organic food products in Chennai.