Consumers Attitude and

Understanding of Organic
Food :
A Case of Bangalore City
Shashikiran.L
B.Com, MBA, NET, (Ph.D)

Assistant Professor
CIMS B SCHOOL,
Bangalore
Research Scholar
Pondicherry University

Shilpa V
BA, MBA, NET

Lecturer
C B Bhandari Jain
College,
Bangalore

Snapshot
In Bangalore, with increasing numbers of consumers
concerned about their health, interest in organic food has
increased.
There are only a few studies related to organic food in India,
and most organic food research has been in the fields of
nutrition and quality of organic food.

This study aimed to understand Indian consumers

perception and attitude toward organic food and to
determine factors affecting choice of organic food.

The results indicated that consumers positive and negative

attitudes, trust, and past experience contribute to their
organic food choice.

Why Research On Organic Food

India's organic foods market growing at over 20%

The market for organic food valued at Rs 1,000 crore

The global market is expected to grow from $57.2 billion in 2010

to $104.5 billion by 2015 with a CAGR of 12.8%.

The country produced around 3.88 million tonne of certified

organic products that includes basmati, pulses, tea, coffee, spices
and oilseeds.

95% of the brands existing in top 10 metros like Delhi (NCR),

Kolkata, Mumbai, Pune, Chennai, Bengaluru and other tier II cities.

Government is promoting organic farming under National Project

on Organic Farming (NPOF), National Horticulture Mission (NHM)
and Rashtriya Krishi Vikas Yojana (RKVY).

Objectives
The study aims at finding qualitative aspects as listed
below.
1. Consumers perception of organic food
2. Consumers positive attitudes about organic food
3. Consumers negative attitudes about organic food
4. Consumers confidence in organic food
5. Consumers past experience of purchasing organic
food.

Findings & Analysis

Consumers perception of organic
food
Parameter
s

content of organic
food,
production method of
organic food,
value of organic food.

Perception
s

harmless
or
healthy
and
environme
ntally

Consumers positive attitudes about organic

food

Respondents believed that organic

food helped to improve their health
They can eat it without any fear,
because organic food is safe to the
human body

The results indicated that perceptions of degree of

knowledge were important elements in determining
levels of Purchasing intention.

Consumers Negative Attitudes toward

Organic Food

Parameter
s

Price
Perishable
Availability
value of organic food.

Perception
s

Higher
prices &
Not
available at
all times &
everywhere

Consumers Confidence in Organic

Food
Parameter
s

Awareness
Presence in mass
media
References
Expert Opinion

Perception
s

Highly Confident

Brand preference

Perceive High
quality

Consumers Past Experience

Parameter
s

Post purchase
behaviour

Perception
s

Satisfied
Felt better
Felt Healthy

Effect on health

Conclusions
South Indian consumers understood that organic food is an
agricultural product that is not sprayed with agrichemicals
or chemical fertilizers.
They believed that organic food helped to improve their
health.
Consumers trusted organic food because they had
experienced direct or indirect health benefits from organic
food.
Felt that they could eat organic food with confidence.
The high price of organic food was the most negative
factor influencing organic food choice

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Thank You

Wish you Organic growth in all

aspects