EXPLORING PREFERENCES AND AWARENESS LEVELS OF CONSUMERS TOWARDS ORGANIC FOOD PRODUCTS IN TIRUCHIRAPPALLI REGION

The growing awareness of health, environmental sustainability, and food safety has led to an increased global interest in organic food consumption. In India, and particularly in urbanizing regions like Tiruchirappalli in Tamil Nadu, the demand for organic food is steadily rising. This study aims to examine the consumer perception and buying behavior towards organic food products in the Tiruchirappalli district. It focuses on understanding the level of awareness, motivations, preferences, purchasing patterns, and key factors influencing consumers’ decisions to opt for organic food. A structured questionnaire was administered to 300 respondent’s selected using purposive sampling across various age groups, occupations, and income levels within the district. The research adopts both descriptive and analytical methods to interpret the collected data. Key variables analyzed include awareness levels, health consciousness, environmental concern, product availability, price sensitivity, trust in certifications, and sources of information. The findings reveal that a significant portion of the population in Tiruchirappalli is aware of organic food products, primarily due to increased health consciousness and exposure to social media and online platforms. Health benefits and the absence of harmful chemicals are cited as the primary motivators for purchasing organic food. However, high prices, limited availability, and skepticism regarding authenticity and certification pose substantial barriers. Despite growing interest, only a moderate percentage of consumers purchase organic food regularly, indicating a gap between awareness and actual buying behavior. The study also finds that younger and more educated consumers are more inclined towards organic purchases. Recommendations from peers, digital advertising, and retail visibility were noted as effective in influencing buying decisions. The study underscores the need for improved supply chains, better consumer education, price rationalization, and stronger regulatory frameworks to encourage organic consumption. This research contributes to the understanding of the evolving consumer mind set in tier-II cities and provides insights for marketers, policymakers, and organic producers to develop targeted strategies for promoting sustainable food choices in regional markets.