EXPLORING THE SHIFT FROM CONVENTIONAL TO ORGANIC FOOD CONSUMPTION IN MUMBAI DISTRICT
DOI:
https://doi.org/10.53555/pj2cav36Keywords:
Organic food, Consumer behaviour, Health perception, Sustainability, Mumbai DistrictAbstract
Organic food consumption has increased globally due to rising awareness of health, environmental safety, and food authenticity. However, in India—especially in metropolitan cities like Mumbai—the shift remains comparatively slow. This study investigates the changing consumer behavior toward organic food in the Mumbai District, focusing on awareness, perceived health benefits, environmental consciousness, price sensitivity, trust concerns, and purchase intention. Primary data were collected through a structured questionnaire administered to residents across the district. Descriptive statistical analysis revealed high awareness but low regular purchase levels, primarily due to price barriers and limited trust in organic certification. Attitude towards health and environment strongly influences occasional purchases. The study highlights a clear gap between awareness and active consumption. It concludes with recommendations for policymakers, retailers, and certification agencies to strengthen consumer confidence and promote organic food adoption in Mumbai.
References
1.Basha, M. B., & Mason, C. (2015). Shifting consumer behavior towards organic food. Journal of Consumer Studies, 29(4), 412–427.
2.Chakrabarti, S. (2010). Factors influencing organic food purchase in India. International Journal of Consumer Studies, 34(3), 351–358.
3.Narayanan, S. (2019). Organic food and the Indian consumer: Understanding the gap. Economic & Political Weekly, 54(2), 22–27.
4.Singh, A., & Verma, P. (2017). Consumer trust and organic food consumption in urban India. Indian Journal of Marketing, 47(3), 35–47.
5.Willer, H., & Trávníček, J. (2023). The world of organic agriculture: Statistics and emerging trends. FiBL & IFOAM.
