ROLE OF ENVIRONMENTAL CONCERN IN SHAPING CONSUMER ATTITUDE TOWARDS ORGANIC FOOD

In recent years, consumer choices have been greatly impacted by environmental deterioration, climate change, and growing knowledge of sustainable living. Environmentally conscious consumers are increasingly drawn to organic food items, which are made utilizing sustainable and eco-friendly farming methods. This study looks at how consumer perceptions of organic food items are influenced by environmental concerns. It investigates how customer views and purchase intentions are influenced by sustainability beliefs, perceived ecological benefits, and understanding of environmental challenges. According to the study, consumers' opinions are positively impacted by environmental concerns, which increases their propensity to prefer organic food. However, actual purchasing behavior may be hampered by elements like cost, accessibility, and ignorance. The results imply that raising consumer awareness of environmental issues and encouraging sustainability can boost favorable consumer perceptions and boost the uptake of organic food items.