A Study on Consumer Preference towards Buying of Organic Fruits and Vegetables

The study attempted to gain knowledge about consumer preference towards purchase of organic fruits and vegetables in southern region of Chennai. With a sample of 120 respondents the data obtained from the survey were analysed with chi-square test, weighted average and percentage analysis. The main aim of this paper is to derive information that may contribute to better strategic and tactical marketing decisions. Result indicated that people do aware of what is happening to the surroundings with regards to the environment and ecology problems and most consumers perceived that organic food product is healthier and safety. They portray a positive attitude towards purchase of organic fruits and vegetables and exhibit willingness to purchase more if the price is low. Consumers would like to purchase through online as it would be time saving. However there are still fewer facts to show whether consumers’ knowledge and awareness would influence their actual purchase intention towards organic food.