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Institute of Agribusiness Management ,S.V. Agricultural College, ANGRAU, Tirupati-517 502.
This study explores consumer buying behaviour towards organic foods in Ananthapuramu city, Andhra Pradesh, based on a survey of 150 respondents across five retail outlets. The study aimed to assess awareness, preferences, willingness to pay, price acceptance and the influence of demographic variables. The majority of consumers were aged 21-35 years, held undergraduate degrees and earned ₹25,001-₹50,000 monthly. Grains followed by millets, vegetables, fruits and pulses were the most preferred organic categories, while meat, eggs and baby foods were least preferred. Nearly half the respondents were willing to pay a premium, mainly up to 20 per cent, with most allocating 11-30 per cent of their monthly food budget to organic products. Factor analysis revealed ten key behavioural influences such as health and safety, environmental and ethics, reference group, awareness, affordability and availability, convenience, credibility, brand and promotional, palatability and visual appeal explaining 73.81 per cent of total variance. Age and income significantly influenced several behavioural factors. The study highlights the need for affordable pricing, trust-building and awareness campaigns to strengthen organic food adoption in Tier- II cities.
KEYWORDS: Organic food, Consumer behaviour, Factor analysis, Price acceptance, Willingness to pay.