Consumer Buying Behavior towards Organic Food Products among Urban Households

The organic food industry is rapidly gaining traction in urban markets due to increasing consumer awareness around health, sustainability, and food safety. As people grow more conscious about the harmful effects of pesticides, synthetic additives, and genetically modified organisms, organic food has emerged as a healthier and more ethical alternative. This research examines the behavior of urban households in Ludhiana, Punjab—a fast-growing Tier-2 city-towards the consumption of organic food products. The study shows how consumer awareness, health motivations, pricing, accessibility, trust in certification, and socio-cultural factors shape purchasing decisions. The research is grounded in a descriptive design and employs a quantitative methodology to gather insights through structured questionnaires. Statistical tools such as factor analysis and regression modeling are used to examine the significance and impact of various influencing factors. Findings reveal that internal drivers like health consciousness and environmental concern are positively associated with higher purchase intent, while barriers such as price sensitivity and limited product availability hinder consistent consumption. Additionally, trust in certification and digital marketing influence purchase behavior significantly, especially among younger, socially aware consumers. This study provides critical insights for producers, marketers, and policymakers in the organic food sector. It emphasizes the importance of transparent labeling, strategic pricing, and targeted communication to build trust and improve accessibility. The findings aim to guide stakeholders in creating more effective, consumer-centric strategies to boost organic food adoption in urban markets. By focusing on Ludhiana as a case study, the research adds valuable understanding to the broader narrative of sustainable consumption in emerging Indian cities.