Navigating organic consumption in emerging markets: a comparative study of consumer preferences and market realities in India

Purpose This study addresses a crucial gap in understanding organic purchase behaviour in emerging markets that are at the early stages of market development. The study aims to highlight the present state of organic consumption and the discrepancies between current market realities and consumer expectations in such emerging organic markets. Design/methodology/approach The study employed descriptive statistics, chi-square test and binary logistic regression to gain insights into common purchase behaviours, current and preferred buying habits and willingness to pay premium prices. The analysis was based on data collected from a sample of 608 Indian respondents. Findings The study reveals that a very small fraction i.e. 8% of Indian consumers, have adopted a fully organic lifestyle. Interestingly, only 18.4% of consumers are willing to pay higher premiums, which is lower than that reported in other developed organic markets. Huge differences were observed in consumers’ current purchase patterns and future preferences regarding the organic food category (up to 35%) and purchase location (up to 21.8%). Consumers showed high demand for fresh fruits, vegetables and dairy products and high preference for purchasing online and directly from farmers. The most significant inhibitors of organic purchases were high product prices (for 53.9% consumers) and satisfaction with conventional alternatives (for 36.5% consumers). Originality/value Despite the growing demand for organic food across the world, there remains a massive discrepancy between consumer expectations and ground market realities, especially in newly formed organic markets. The study highlights this discrepancy and provides actionable strategies for the stakeholders to promote organic consumption.