Consumers’ purchasing behaviour towards organic products in Karur district, Tamil Nadu

Organic food consumption has increased in the recent years. It not only improves the health of humans but also provides more nutritional benefits. Due to the increase in consumers’ interest towards organic products there has been increasing demand for the organic products. Organic foods also aim at establishing ecological balance to prevent soil fertility and pest problems. An organic shop in Karur district of Tamil Nadu was purposively selected and thirty respondents were selected randomly using simple random sampling for the study. About half (53.33%) of the respondents were aware that organic products did not carry pesticides, 40.00 per cent preferred organic products to maintain good health and 70.00 per cent obtained information on organic food products from friends/family. Based on the mean score value consumers had favourable attitude that the organic products were of higher nutritional value (4.70), organics consumption helped in protecting the environment (4.26), not many organic products were available in the market (4.10), there were many selling locations for organic products (4.03) and it was difficult to identify real organic products (4.03). Most of the consumers were health conscious as they were from urban areas and purchased organic products in order to maintain good health.