Study on Consumer Behaviour toward Organic Products in the Nainital District of Uttarakhand, India
Dinkar Joshi *
Department of Agricultural Economics, Naini Agriculture Institute, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj- 211 007, U. P., India.
Nitin Barker
Department of Agricultural Economics, Naini Agriculture Institute, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj- 211 007, U. P., India.
Jayant Zechariah
Department of Agricultural Economics, Naini Agriculture Institute, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj- 211 007, U. P., India.
*Author to whom correspondence should be addressed.
Abstract
The study conducted in the Nainital district of Uttarakhand state investigated the consumers’ buying behaviour towards organic food products based on the data collected from 110 respondents. The study used Henry Garrett's ranking test for analysis. The study focused on finding out the factors affecting consumer behaviour while purchasing organic products. The study has revealed that factors availability, price, quality, reference from others, environmental concern, brand, advertisement, awareness and personal experience hold 1 to 9 rankings respectively. This indicates availability is a major concern that should be considered first.
Keywords: Consumer behaviour, organic food, factors affecting