Consumer Awareness and Purchasing Behavior of Organic Products in Sikar, Rajasthan: An Empirical Analysis

This paper analyzes consumer knowledge and purchasing behavior about organic products in Sikar, Rajasthan. It explores the interaction between health awareness, environmental issues, and the essential function of certification in influencing customer choices. The investigation indicates a significant knowledge of organic products, largely motivated by projected health and environmental advantages. A substantial disparity exists between this general comprehension and actual purchasing behavior, primarily due to price sensitivity, restricted accessibility, and widespread customer distrust concerning product legitimacy. Notwithstanding the strong national certification frameworks and the emerging local organic ecosystem in Sikar, obstacles remain in fostering consumer trust and converting awareness into regular purchases. The paper culminates with strategic recommendations aimed at augmenting awareness and adoption, emphasizing targeted education, enhanced market access, transparency, and the utilization of digital and community-based information sources