A Study on the Influence of Organic Farming and the Accessibility of Organic Products on Consumer Buying Behavior in Bangalore District

This study delves into the significant shifts within the organic food sector, driven by increasing health and environmental consciousness among consumers. This research aims to bridge the gap in understanding how organic farming practices and the accessibility of organic products influence consumer purchasing decisions in Bangalore. The objectives are twofold: to assess the impact of organic farming practices, and to evaluate the effect of awareness and accessibility of organic foods on consumer choices. Utilizing a descriptive research design, the study involved a sample size of 127 respondents from Bangalore, employing convenience sampling to gather data through structured questionnaires. These instruments were designed to capture detailed insights into consumer behavior regarding organic products. Data analysis was conducted using simple percentage analysis, descriptive statistics, and multiple linear regression analysis, revealing key findings. The most highly rated organic farming practice, ‘Organic methods reduce contamination from harmful chemicals,’ scored a mean of 3.72, reflecting strong consumer approval. Additionally, the availability of organic products, which led with a score of 3.74, underscored the critical role of accessibility in consumer choice. The study suggests that enhancing consumer education about the benefits of organic farming, improving product accessibility, and leveraging certification transparency are vital. Moreover, encouraging local partnerships can help expand the organic market in Bangalore. The robust regression model indicated that organic farming practices, awareness, and accessibility significantly predict consumer choices, explaining 54.7% of the variance in these behaviors. In conclusion, the research confirms that both organic farming practices and product accessibility are pivotal in shaping consumer buying behavior, highlighting a clear path for strategic market development and consumer engagement in the organic sector.