INTERNATIONAL JOURNAL OF ENGINEERING MANAGEMENT AND
SOCIAL SCIENCES

A STUDY ON FACTORS AFFECTING CONSUMERS ATTITUDE TOWARDS ORGANIC FOOD

This study examines the factors affecting consumers attitude towards organic food in the background of increasing health awareness and environmental concerns. The important aim of the study is to identify internal, external psychological, environmental, and market- related factors that influence consumer’s attitudes and buying behaviour towards organic foods. The study focuses on understanding the content of trust factors such a health content, labelling, local production, environmental concern, and price in shaping consumer decisions. The research adopts a qualitative methodology based on an extensive review of existing literature related to consumer behaviour and organic foods consumption. The finding reveals trust, health content, environmental consciousness, social influence hopeful affect consumers attitude toward organics food. However, high prices, limited availability, and lack of information act as major barriers to actual purchase behavior. The study further highlights the consumers perceive organic food as healthier, safer, environmentally friendly, and ethical superior compared to conventional food products. The study offers managerial implications for marketers, policymakers, and organic food producer by emphasizing the importance of transparent labeling, awareness campaigns, affordable pricing strategies, and wider product availability to strengthen consumer trust and encourage sustainable consumption. Future research can focus on developing an integrated model linking turst, consumer attitude, and actual buying behavior along with cross-cultural studies and the influence of digital media on organic food consumption