Users & non -users: Their behavior towards organic food products with special focus on Ahmedabad

Purpose: The aim of this paper was to investigate consumer behavior i.e awareness, attitude & barriers towards purchase of organic food products in Ahmedabad.

Design/Methodology/Approach: A literature review was presented relating to awareness, attitude, motivation & barriers towards organic food consumption. Several hypotheses were formulated concerning awareness, attitude & barriers. Factorial and chi -square are applied on the sample of 100 non -users and 50 users.The respondents were selected using convenience sampling technique.

Findings: Majority of the respondents were aware about organic food products but very few had purchased organic food. The most important motivational factor to buy organic food was produce without pesticide & it is healthier. Price & non-availability plays major barriers towards purchase of organic food products.

Research Limitation: The research was conducted in Ahmedabad only.

Practical Implication: The study contributes to the factors that are important for the consumption of organic food products. The information will help policy maker to identify major factors for the growth of organic food products in Ahmedabad.

Originality/Value: The paper contributes to understand the behavior of consumer towards their preference for purchasing organic food products in Ahmedabad.