CONSUMER BUYING BEHAVIOR TOWARDS ORGANIC PRODUCTS IN COIMBATORE DISTRICT

The shift towards healthier lifestyles and eco-conscious choices has led to a growing demand for organic products in India. This study explores the purchasing behavior of consumers in Coimbatore district, focusing on what motivates them to choose organic goods. A total of 200 responses were collected using a structured questionnaire, and the data was analyzed using various statistical tools such as simple percentage, ANOVA and weighted average method. The results indicate that consumers prioritize health benefits, followed by ease of availability and environmental impact. Demographic factors such as education, income, and occupation influence awareness levels, which in turn affect the willingness to pay. The study highlights the importance of targeted awareness efforts and improved market access to encourage organic consumption.