Journal of Community Mobilization and Sustainable Development

Organic foods, available for decades, are now emerging as a prominent trend with a growing presence in mainstream markets. This study investigates the perceptions and preferences of college students in Udaipur city regarding organic foods, highlighting the growing significance of the organic food market. The survey included 200 respondents aged between 18-25 years from two universities, MLSU and MPUAT. A selfstructured questionnaire was created to collect data from respondents. Results revealed that majority (58%) of students were aged between 20-23 years. The internet and social media were the primary source of information about organic foods for 50.5 per cent of respondents. While 38.5 per cent agreed that organic food options are consistently available throughout the year, many still face difficulties in locating specific organic products. A significant 70 per cent felt that restaurants should offer more organic options, and 59 per cent noticed an increase in organic food availability in recent years. Despite the growing interest, challenges remain in availability, diversity, and public awareness of regional organic initiatives.