“Sustainable Bites: An Empirical Study on Customer Perception Towards Organic Food Products and Sustainable Living”

Organic food products have received lot of patronage in the western countries such as USA and Europe; the concept has started percolating to Asian markets with India coming up in the forefront.Although the idea of organic food is not very unfamiliar to the Indian population, in the Indian market it has become a phenomenon literally translated as a trend thanks to the growing awareness of people's health and the environment.The study being an empirical research focuses on the Indian consumers' perception and satisfaction index towards organic food products.The results indicate that awareness of health by consumers, awareness of a natural product, and concerns for the environment are the major reasons for the choice of organic food products.The research is concerned with the role of self-identity and other factors that influence consumer behavior; these are the health concerns with organic foods, the environment by sustenance, and integrity of the product which means no added preservatives, artificial substances or chemicals.The obviously rising level of food corruption and contamination has triggered many people into taking organic foods.This research also analyze how socio-demographic factors including age, income, and level of education affect consumer patronage of organic foods.In addition, the role and prospects of the organic food sector are described, including the problems of pricing, availability, and consumer trust.This paper goes to show that indeed, there is a high and growing interest in the products that have been labeled organic but the consumers are still largely ignorant about the products and there needs to be improvement in the chain of supply for the products.This study contributes to the current knowledge in the understanding of consumer attitudes, perceptions, and intentions to purchase organic food products and provides suggestions to marketers and policymakers in India to encourage increased sustainable living practices.