Consumer Purchase Behaviour and Preference towards Organic Food Products in Madurai City, Tamil Nadu, India

Abstract

Growing concern about food safety, health, and environmental sustainability has increased consumers’ interest in organic food products. This study examines consumer purchase behaviour and preferences towards organic food products in Madurai City, Tamil Nadu, India. It specifically identifies purchasing patterns, product preferences, sources of awareness, and the factors influencing buying decisions. The study adopted a descriptive research design and collected primary data from 100 consumers through a structured questionnaire. Secondary information was obtained from published sources, including books, journals, research articles, and websites. The data were analysed using percentage analysis, weighted average mean scores, and the Garrett ranking technique. The demographic results show that 68 per cent of the respondents were female, 31 per cent were aged 25-35 years, 72 per cent were married, 48 per cent were undergraduates, 31 per cent were private employees, and 42 per cent had a monthly income below Rs. 20,000. Most respondents purchased organic food products weekly, and social media was the leading source of awareness. The weighted average mean score indicates that health consciousness was the most important factor influencing purchase decisions, followed by food safety, nutritional benefits, product quality, organic certification, and environmental concern. Price received the lowest ranking among the factors considered. The Garrett ranking results show that difficulty in recognising genuine organic products was the major problem faced by consumers, followed by lack of confidence in organic certification and limited knowledge about organic foods. The findings suggest that consumer trust, product authenticity, certification transparency, information accessibility, and product availability are important for strengthening organic food consumption in Madurai City.