CONSUMER PERCEPTION ABOUT ORGANIC FOOD PRODUCTS

ABSTRACT

The increasing awareness of environmental and health dangers is one of the key subjects
discussed in this article. People are now interested in this, which is what motivated me to create
this research. The demand for organic food items is rising daily as people's concerns for their
health and the environment grow. The market for organic foods is developing quickly in India,
and demand for organic goods is rising. One of India's most significant and well-liked
agricultural areas right now is organic farming. When authoring this essay, health and safety,
cost, and other variables were taken into account, and these elements are extensively covered in
this work. The only element that determines whether people purchase organic food or not is the
main topic of discussion in this article. This research also addresses the problem of
environmental safety and friendliness. This study aims to determine how many customers are
interested in organic goods.

Keywords- Customer perception, Organic food products

INTRODUCTION

BACKGROUND OF THE STUDY:

The study's main goal is to comprehend customer attitudes about organic food items. A
significant problem of this century has been recognized as ensuring the sustainability of the
world food system. There is now a lot of study being done in many areas of organic foods to
determine the best methods to modify one's diet. Using organic agricultural practices to generate
food is one of the original possibilities suggested. The majority of buyers look for organically
farmed food as a way to demonstrate their worries about their health and the environment.
People nowadays are more cautious while purchasing conventional and non-organic food goods
because they are more worried about the health of their family members and the quality of the
food products they purchase. Research in this field is advancing quickly, and more people are
beginning to purchase organic food. This study aims to comprehend how various customers
regard organic food. These days, people are getting more and more interested in eating organic
food as environmental and health concerns rise.

This research has greatly contributed to our understanding of how different consumers view
organic food products. This research has contributed to our understanding of the significant
barriers facing organic foods. This study revealed that price is one of the main factors that
discourages consumers from buying organic foods. The middle class and lower class of society
cannot afford organic food as it costs three times more than non-organic food. As compared to
the upper part of the society, awareness of the use of organic products is also very low among the
same middle and lower class population.

Price and lack of awareness are the two main barriers preventing customers from purchasing
organic goods, according to this poll. This article lists the main difficulties the organic food
sector is now experiencing. Consumer anxiety about the distinctiveness of the goods is another
important issue holding back the consumption of organic food items. Consumer interest in
buying these organic food products is primarily driven by concerns about health, quality, safety,
nutritional value, and the environment, and this study has considerably aided in understanding
these important factors. My awareness of the changes that must be done to promote the purchase
and consumption of organic foods has improved. One of the reasons why many people are
unable to purchase organic goods is a lack of availability. This article makes it simple to
comprehend how customers regard organic food items as well as the fundamental variables that
affect their choice to purchase organic goods.

ORGANIC FARMING IN INDIA

Over the past few decades, there has been a major shift in how agriculture and food marketing is
approached and viewed globally. Today the "market" decides what it wants and what to plant,
unlike in the past where the seasons and environment of the region dictate what and when to
plant. Nowadays, 'extrinsic' quantity and quality, often called 'vitality', are prioritized over
intrinsic or nutritional quality. Pesticides and other chemical residues in food, as well as a
general decline in food quality, have contributed to a sharp increase in many diseases, including
cancer and a weakened immune system. As a result of this massive commercialization of
agriculture, the environment has suffered greatly. Pesticide use causes a huge chemical build-up
in our ecosystem, including soil, water, air, wildlife and our bodies. Fertilizers have a short-term
effect on production, but have a long-term detrimental effect on the ecosystem, as they
contaminate groundwater and other water bodies and persist in the environment for years after
leaching and run-off. Local and indigenous varieties are seriously threatened by the introduction
of hybrid seeds and monoculture as their genetic material may be permanently lost. The purpose
of everything is "productivity". We have chosen the wrong path to sustainability to produce more
food to feed the planet. Farmers are committing suicide in increasing numbers every year, a
government-owned farm in Kerala that was sprayed with pesticides years ago had dire results,
and pesticide-laden water and soft drinks are just a few examples of the fallout that is already
evident. The broader picture, rarely reported, is that millions of people are still malnourished,
and even if they receive enough food, the food they eat has the potential to kill them in the long
run. However, governments and agrochemical and seed companies have painted a positive and
promising future. This trend has also had a detrimental effect on the fortunes of agricultural
communities around the world. Herein lies the value of organic farming. Both these problems
can be solved by organic farming. A farmer can benefit greatly from organic or natural farming
by becoming self-sufficient in his agricultural input needs, reducing his costs, improving the
environment, with immediate and positive benefits on the environment and food quality.
Chemical agriculture has grown, spread and been maintained by the agriculture and food
distribution systems and now has a symbiotic relationship that affects each of us in different
ways. Organic farming has been practiced in India for thousands of years. The magnificent
Indian civilisation flourished on organic agriculture and was one of the most prosperous
countries in the world until the British were brought under control. Ancient India had a thriving
organic agriculture, using plant and animal products as fertilizers, insecticides, and other
agricultural compounds. India's economy is centered on organic farming, and cows have long
been considered deities. The cow also produced calves, which were utilized as manure and in
addition to milk in farming.

GIVEN BELOW ARE SOME OF THE ADVANTAGES OF ORGANIC FARMING FOR

SMALL FARMERS
 1. High premium: The price of organic food is often 20-30% higher than the price of
conventional food. For a small farmer whose salary only allows him to provide one dinner for his
family, this allowance is crucial.

2. Low investment: Compared to chemical farming, organic farming often requires less
financial outlay. Additionally, since organic fertilizers and pesticides can be produced locally,
farmers pay lower annual costs. External factors such as weather, pests and diseases have a great
impact on agriculture. In addition to this, majority of the small farmers are dependent on rain
provided by nature for their water needs. In this way, small farmers who practice organic
farming suffer less when crops are lost due to natural calamities, insects or diseases and
unexpected rains because their investment is less. (It should be noted that switching from
chemical farming to organic farming is costly.)

3. Not depending on moneylenders for short-term loans: Many small farmers around the
world are committing suicide, as organic farming does not require expensive chemical inputs,
small farmers do not depend on moneylenders. Hence, crop failures do not push the organic
farmer into debt or take drastic measures.

4. Integration with other life forms: Organic farming involves interaction with a variety of
animal and plant species. Small farmers can easily adopt these synergies because they can
mobilize them quickly.

5. Traditional Knowledge: Small farmers have a wealth of traditional knowledge in and with
their communities. For the most part, chemical cultivation has failed to exploit this ancient skill.
However, farmers can use their traditional knowledge in case of organic farming. Furthermore,
smallholder farmers practicing organic farming do not rely on chemically skilled suppliers.

FRAMEWORK

HEALTH

QUALITY

SAFETY
HOW EACH VARIABLE IS LINKED TO CUSTOMER PERCEPTION

HEALTH- The main reason for buying organic food is revealed by this variable, which is
considered as the most important variable in this research. This variable is directly related to
consumer perceptions that health is directly related to the food we eat, as organic foods are
perceived to be free of any hazardous substances.

QUALITY- This is a crucial factor to consider because the caliber of foods we eat directly
affects our health. This is directly related to consumer perception, as consumers believe that
high-quality food items are beneficial to them.

SAFETY- Another major factor in the growing popularity of organic food is that consumers are
increasingly concerned about the safety of their family and friends and are therefore less willing
to take the risk of consuming unsafe conventional food products. The variable customer
evaluation of safety is directly related to the perception of safety of organic foods.

NUTRITION- This factor is only taken into account because consumers believe that organically
produced foods have more nutritional value than conventionally produced ones.

TASTE- Another reason to consider this variable is consumer belief that organically produced
food items are tastier because they are carefully developed by farmers who use organic farming
and composting practices.

ENVIRONMENTAL CONCIOUSNESS- Since the production methods and fertilizers used

are natural, eco-friendly and do not harm the environment or any other organisms, many
consumers including environmentalists and other people concerned with the environment
consider this variable as one of the most important factors.

PRICE- This factor has been taken into account because it is one of the main reasons why many
people who want to buy organic foods cannot buy them because they cost two or three times
more than conventional foods. Consumers believe that organic food is more expensive, which is
also true, but many people do not know or understand the negative consequences of eating
conventional food products. In this case customer feedback is accurate, but the blame lies with
lack of awareness and financial constraints.

IMPORTANCE OF THE STUDY

Consumer preferences for organic foods are influenced by food safety, human health and
environmental concerns, as well as sensory attributes such as nutritional content, taste, freshness
and appearance. Demographics can be used to identify organic buyers, although the correlation
is not very strong. Customers also identify the production of organic food with natural practices,
consideration for the environment and animal welfare, as well as the absence of pesticides and
fertilizers. High costs for organic food continue to discourage consumption. Understanding the
motivational elements that influence people's consumption of more organic foods is crucial to
understanding how the organic food industry is expanding. Organic food is produced using
agricultural techniques without the use of pesticides or synthetic fertilizers.

To provide a more sustainable food supply, the fundamentals of agricultural systems make use of
modern scientific knowledge and technology (Institute of Food Science and Technology, 2005).
Only 30 additives are allowed under the organic criteria for animals, and the use of GMOs and
antibiotics is forbidden (Soil Association, 2000). As a result, purchasing organic food may be
understood as a decision motivated by beliefs about one's own health, enjoyment of food, respect
for the environment, and possible benefits to the welfare of farm animals. The examination of the
literature on consumer attitudes toward organic goods is the main goal of this research.
Understanding how customers feel about issues with food quality and the food chain is crucial in
order to fully explore the potential of organic agriculture. Public perception and knowledge both
affect how consumers perceive food. As a result, customers require trustworthy, truthful, and
lucid information on organic foods. Consumers feel more educated and modify their perspective
when they are aware of organic food.

LITERATURE REVIEW

Review on consumer perceptions towards organic food

(Schroeder, 2003). According to Market & Opinion Research International Limited (MORI),
durable goods are always considered the most affordable option. Environmental consciousness is
said to be a privilege reserved for the middle class. Instead of choosing between sustainable and
unsustainable goods, customers want to choose between sustainable products. To evaluate a
product and make decisions, consumers consider both its features and its implications. Their
experience influences the perceived participation of those they depend on. Customers' value and
preferences determine how important each feature is. Personal significance, importance, and
interest increase with experience and come together to form a state of arousal (Schroeder, 2003).

(Urina et al., 2008). An organic customer profile is defined by demographics as well as lifestyle
and environmental values. Regular buyers of organic foods are often more educated, wealthy and
socially elite (Padel and Foster, 2005; Stobelar et al., 2006). Women and those with higher levels
of education and money have better knowledge and understanding of dietary risks

(McIntosh et al, 1994; Torjusen et al, 2001; Stobelaar et al, 2006). A substantial correlation
between greater levels of formal education and organic food consumption was discovered by
Lackey et al. In 2002. Customers are ready to spend an additional 10% for organic food, with
average premiums of 9.5% for women and 11.4% for men (Urena et al., 2008). The typical client
pays a premium of roughly 15%, with males paying an average of 18% and women on average
12/6%. (

Urina et al., 2008). This Spanish study also split organic food consumers into three groups
depending on how often they eat them: regular, occasional, and non-consumer. Regular
consumers, or those who make at least two transactions each week, make up 12% of consumers,
while occasional consumers make up 42% of consumers and non-consumers account for the
other 46%. 25% of non-consumers want to change their ways in the future and start purchasing
organic foods. The discrepancy between client perception and actual use must be taken into
account.

(Baker et al., 2002). Generally, pesticides and synthetic fertilizers are not used to produce
organic crops. Organic food should contain less chemical residues and veterinary drugs than
conventional foods. However, food from both products contains environmental contaminants.
Organic foods contain only one-third as many pesticides as conventional foods (Baker et al.,
2002). Less exposure means less risk. Almost all products found in conventional foods contain
pesticide residues below legally permissible levels. Consumers have expressed concern about
agricultural chemicals, hormones and drugs used in animal production, as well as GMOs and
industrial additives found in fruits and vegetables

(Naspetti and Zanoli, 2006). Organic fruits and vegetables have more metabolic energy to
create beneficial plant secondary metabolites, such as polyphenols, because no pesticides or
fertilizers are used in their cultivation.

CONCLUSION

This research helped us better understand how consumers feel about organic products, as well as
the primary motivations behind people buying organic food. The article also helped us better
understand the underlying drivers behind people's reluctance to buy organic food. This research
has shown us that if we can strengthen the distribution infrastructure for the organic food
industry, we will be able to reach more consumers and increase the consumption of organic
products. The study also contributes to the awareness that more people should engage in organic
farming to get fair compensation for the difficulties faced by farmers while producing organic
food products and to reach consumers who are interested in buying organic food products. The
study also revealed that increasing the number of organic farmers would benefit the environment
and reduce the cost of the biggest problem people are currently facing. As more products enter
the market, prices come down, allowing more people from all walks of life to access these
products. According to this article, more people engaging in organic farming will reduce soil and
land degradation caused by the use of pesticides and fertilizers, allowing the ecosystem to
maintain its nutrient levels and land fertility.

REFERENCES

 Personal factors influencing the intake of organic foods: a review, published in the
British Food Journal (2009)
 Authors include Wim Verbeke, Koen Mondelaers, Joris Aertsens, and Guido Van
Huylenb. Australians' attitudes on organic food and their demographics. Published in:
British Food Journal (2005). Authors: Emma Lea and Anthony Worsley.
 Consumer motives for buying organic food: A means-to-end strategy Raffaele Zanoli and
Simona Naspetti wrote the article for the British Food Journal in 2002. Customers'
aspirations to buy organic personal care goods
 Journal of Consumer Marketing is where it was published (2011)
 J. Y. Chung and HeeYeon Kim are the authors.
 Consumers' willingness to pay for processed, multiple-ingredient organic foods: Putting
their money where their mouths are Food Policy, 2007; Marvin T. Batte, Neal H. Hooker,
Timothy C. Haab, and Jeremy Beaverson, authors
 An examination of the opinions of 15 to 16-year-old schoolchildren on organic food was
published in the International Journal of Consumer Studies (2007)
 D J Stobbelaar, Gerda Casimir, Josine Boghuis, Inge Marks, and Laure are the authors.
 An exploratory research on the decision-making process of local organic food consumers
Published in: Journal of Consumer Marketing (2008); authors: Mehdi Zahaf and Leila
Hamzaoui Essoussi