A study on the consumer behaviour towards organic foods products with special reference to Kolkata city

The organic food business is continually expanding. Awareness of the advantages of eating organic food is already substantial, and in light of the current instances of harm to human health due to the intake of unhealthy food products, it is anticipated to rise further. Consequently, numerous consumers are becoming more cognizant of the benefits of unconventional food, prompting advertisers to devise innovative strategies that effectively incorporate these highly desired organic products. This research aims to provide significant theoretical and practical contributions to the domain of consumer purchasing intentions regarding organic food products. The study elucidates the factors affecting consumer attitudes and behaviours towards organic food, which is currently experiencing growth in Kolkata City. Substantial factors were identified as influencing attitudes toward organic food. Their perceptions encompassed organic food, health consciousness, knowledge about products, value for money, accessibility, and trust. Demographic factors appeared to influence attitudes toward organic food, yet they did not account for actual purchasing behaviour. This paper seeks to present evidence regarding the relatively under-explored domain of attitudes and behaviours towards organic food in the expanding city of West Bengal.