Perceptions and Purchase Patterns of Organic Food Products: A Study on Trust, Connection To Roots and Sustainability

Background: In response to the global shift towards health-conscious and environmentally sustainable food choices, this study delves into ‎consumers’ perceptions and purchase patterns of organic food products, with a specific focus on the trust and connection to roots, along with ‎sustainability. The study begins by tracing the evolution of consumers’ interest in organic food, highlighting the importance of trust and beliefs ‎in certifications and supply chain partners, and the connection to roots, traditions, culture, taste, and preferences, and the broader theme of ‎environmental sustainability. ‎ Method: The research methodology involves a survey of 556 respondents selected through stratified random sampling in the Delhi-National Capital Region. The collected primary data was analysed using statistical techniques like cross-tabs and Chi-square.‎ Findings: The findings provide an understanding of the critical factors that shape consumers’ perceptions of organic food products. ‎Consumer trust in organic food affects their purchasing decisions, with higher levels of trust associated with higher frequency of purchasing ‎organic food. Meanwhile, connection to roots does not significantly influence their purchase decision for organic food products. For organic food stakeholders, this information is useful for strategically directing their efforts, with a focus on increasing and maintaining trust to promote organic food consumption effectively and to create sustainable practices within this industry.