Exploring Consumer and Non-Consumer Perceptions of Organic Food

Abstract: There is an increasing awareness of environmental concerns and the risks associated with chemically grown products. Additionally, the availability of organic products has expanded due to a growing number of retailers, making these products more visible and likely to attract demand. Another significant factor driving this demand is the shift in consumer perception, with organic products now being viewed as healthy rather than elitist. This study aims to explore perceptions of organic food among consumers and non-consumers, identify factors influencing the purchase of organic food products, and examine the challenges faced by users of organic food. To achieve these objectives, primary data were collected through a questionnaire. A total of 280 responses were gathered in Coimbatore, based on the convenience. Keywords: Consumer Behavior, Perception, Organic Food JEL Classification Number: M31