A Study on Constraints in Consumption of Organic Products and Green Marketing in Varanasi District of Uttar Pradesh
Rakesh Kumar Mishra *
Department of Agricultural Economics, SHUATS, Prayagraj 211007, India.
Ameesh John Stephen
Department of Agricultural Economics, SHUATS, Prayagraj 211007, India.
Bhavna Singh
Acharya Narendra Deva University of Agriculture and Technology, Kumarganj, Ayodhya, India.
Asish S. Noel
Department of Agricultural Economics, SHUATS, Prayagraj 211007, India.
*Author to whom correspondence should be addressed.
Abstract
Any factor or factors inhibiting or limiting individuals or groups from adopting any intervention or achieving a goal can be defined as constraint. It can be external factor as well as internal factors. This study looked at the limitations of green marketing and the consumption of organic products in Varanasi district, Uttar Pradesh. A total of 332 people took part in the study from four blocks of Varanasi district in Uttar Pradesh. The study looked at different types of limitations that can be put into four main groups: consumption, psychological, institutional, and social. It also examined the smaller components within each of these groups. Garret methods were employed to figure out the limitation. A major obstacle to buying organic products was the higher price compared to regular products. In the study area, social constraints were mainly due to strict food habits, and psychological constraints were mainly due to a lack of interest in consuming organic products.
Keywords: Constraints, consumption pattern, garret techniques, green marketing, organic products