SUSTAINABLE CONSUMPTION: CONSUMER PERCEPTION OF ORGANIC FOOD
Creators: name: Gupta, Abhinav
Publisher: name: Zenodo
Year: 2025

description: The growing awareness surrounding environmental sustainability and individual health consciousness has led to a marked shift in consumer preferences, particularly in the food sector. This research paper explores the evolving consumer perception toward organic food in the context of sustainable consumption practices. With increasing concerns about food safety, chemical exposure, and environmental impact, organically grown food has become a compelling alternative for health-conscious and environmentally aware consumers. This study seeks to understand how consumer attitudes, awareness levels, and demographic variables influence the purchase behavior of organic food, while also identifying key motivators and barriers that shape this perception.

The study is grounded in both primary and secondary data collection. Primary data was gathered using a structured questionnaire distributed to 100 respondents, primarily young adults aged 18–25. The questionnaire utilized Likert scales and multiple-choice formats to capture insights related to consumer familiarity, health beliefs, trust in certification, purchasing habits, and perceived obstacles such as pricing and availability. Secondary data was sourced from academic literature, government reports, and market research to support and contextualize the findings.

Statistical techniques including regression analysis were employed to identify significant predictors of consumer behavior toward organic food. The regression model revealed that factors such as health beliefs, willingness to pay a premium, familiarity with organic products, and trust in certification significantly influence purchase frequency. Interestingly, demographic factors such as age and occupation also emerged as relevant, suggesting that younger, educated consumers—particularly students and early professionals—are more inclined toward sustainable food choices. However, barriers such as high costs, limited availability, and skepticism about the authenticity of organic labels continue to deter widespread adoption.

The study also sheds light on purchasing behavior and trends, highlighting that a majority of consumers purchase organic products monthly, with fruits, vegetables, grains, and dairy being the most preferred categories. Supermarkets and online platforms have emerged as the primary channels for organic food purchases, reflecting the growing digitization of the retail experience. The findings indicate a growing but cautious interest in organic food, with health benefits being the most influential motivator, followed by concerns about chemical usage and environmental impact.

Certification awareness was found to be moderate, with about half of the respondents regularly checking for certification labels. This suggests a need for more transparent labeling practices and consumer education to build trust in organic claims. Marketing strategies emphasizing health, safety, and environmental sustainability could enhance consumer engagement and reinforce brand credibility.

In conclusion, the research provides actionable insights for policymakers, producers, and marketers aiming to strengthen the organic food ecosystem. By addressing pricing, enhancing product availability, and promoting certification clarity, stakeholders can support a transition toward more sustainable consumption patterns. As consumer behavior continues to evolve, understanding these perceptions is crucial for designing interventions that align with both environmental goals and individual well-being.