A STUDY ON THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS ORGANIC PRODUCTS WITH SPECIAL REFERENCE TO IDUKKI DISTRICT

This study is grounded in the need to better understand the specific attitudes, preferences, and behavioural patterns of consumers in Idukki district. It explores the socio-economic, psychological, and cultural factors influencing their purchase decisions. Moreover, it aims to identify the primary motivators and barriers to the adoption of organic products. Understanding these factors is crucial not only for producers and marketers but also for policymakers seeking to promote sustainable agricultural practices and public health initiatives. To achieve this, the study employs both descriptive and analytical methodologies. Surveys, interviews, and statistical analysis provide a holistic view of the consumer landscape. By investigating different demographic segments, this study can determine the relative importance of variables such as education, age, income, occupation, and cultural beliefs in shaping organic food preferences. This level of analysis is essential to move beyond surface-level insights and uncover deeper trends in consumer behaviour. The study found that consumers in Idukki district have a positive attitude towards organic products, with high awareness and belief in their health benefits. However, despite growing interest, actual consumption is limited by factors such as high prices, limited availability, and lack of trust in certification. Young, educated individuals are more inclined to buy organic products, especially fruits and vegetables, and most purchases are motivated by health concerns. Social and cultural influences like family and tradition also play a key role in shaping consumer choices. To increase adoption, efforts must focus on making organic products more affordable, easily available, and trustworthy. Strengthening awareness and supporting local farmers can also boost the organic product market in the region.