A Study of Organic Food Products and its Impact on Consumer Buying Behaviour in Nanded City

Abstract: - The organic food market in India is experiencing rapid growth, primarily driven by concerns over health, safety, and environmental impact. Consumers are increasingly prioritizing health and quality, making these factors important in their purchasing decisions. This study in Nanded City examines how these factors influence consumer buying behavior towards organic products. Initial findings indicate that awareness of health and environmental benefits are main drivers. Most consumers recognize organic food as natural and nutrient-rich, and their buying behavior reflects their positive attitudes towards these benefits.