Study on consumer buying behaviour towards organic food products in Warangal district of Telangana

Introduction

In recent years, the Indian food market has witnessed a paradigm shift as consumers increasingly prioritize health, wellness, and environmental sustainability, leading to a surge in the demand for organic food products (Chaturvedi et al., 2021) [10] . Organic foods cultivated without the use of synthetic pesticides, chemical fertilizers, or genetically modified organisms are widely perceived as safer, more nutritious, and eco-friendly alternatives to conventional agricultural produce (Bhattacharya et al., 2024) [11] . This transition is primarily driven by heightened health consciousness, rising disposable incomes, and a growing awareness of the detrimental impacts of chemical residues on human health and ecological balance (Akter et al., 2023) [12] . Consequently, understanding the complex socio-economic and psychological variables that shape consumer purchasing decisions has become vital for producers, marketers, and policymakers. While metropolitan cities have historically been the primary hubs for organic consumption in India, this trend is rapidly permeating Tier-II cities and developing districts. The state of Telangana, characterized by its robust agricultural sector and rapid urbanization, presents a dynamic market for organic produce. Warangal, serving as a major educational, cultural, and economic center in the state, is experiencing significant lifestyle shifts, an expanding middle class, and evolving dietary habits. However, empirical literature specifically addressing local consumer behaviours in this region remains scarce. Variables such as price sensitivity, trust in organic certifications, local product availability, and subjective norms play a critical role in bridging the gap between consumers' positive attitudes and their actual purchasing behaviour (Chekima et al., 2019) [13] . Therefore, this study aims to investigate consumer buying behaviour towards organic food products in the Warangal district of Telangana, seeking to identify the key determinants, awareness levels, and barriers influencing local purchasing patterns.

Research methodology

 Study Area: Warangal district of Telangana, covering urban and semi-urban consumers.  Sampling Framework: Random sampling of consumers across different localities and demographic groups.  Data Collection: Primary data through structured questionnaires and secondary data from journals, reports, and online sources.

Analytical tools

Results and discussion

To study the socio-economic profile of consumers purchasing organic food products.

Average Age of the Consumers (Simple Arithmetic Mean)

Age is a primary demographic indicator. Calculating the average age helps you understand the generational profile of the consumers purchasing organic products in your study area.

The Formula

 xˉ: Average age of the sample.  xi: The specific age of each individual respondent.

 n: Total number of consumers surveyed.

Average Monthly Income from Income Brackets (Mean of Grouped Data).

In surveys, respondents are rarely asked for their exact income; instead, they usually select from ranges (e.g., ₹20,000-₹40,000, ₹40,000-₹60,000). To find the average income from these brackets, you use the grouped data mean.

The Formula

 xˉ: Estimated average monthly income.  fi: Frequency (number of consumers in a specific income bracket).  mi: The midpoint of that specific income bracket (e.g., the midpoint of ₹20,000-₹40,000 is ₹30,000).  k: The total number of income brackets.

Average Family Size (Simple Arithmetic Mean)

Family size directly impacts food consumption volume and budgeting. Finding the average household size helps build a complete economic picture of the typical organic food buyer.

The Formula xˉ=n∑i=1nxi

 xˉ: Average number of family members.  xi: The number of people in each respondent's household.  n: Total number of consumers surveyed.

Average Monthly Expenditure on Groceries (Simple Arithmetic Mean)

Understanding baseline spending habits is crucial for an economic profile. You can calculate the average total amount a household spends on all groceries per month before drilling down into specific organic expenditures. for a Bachelor's degree).  wi: The weight or frequency (number of consumers who fall into that specific category).

To analyse factors influencing consumer buying decisions for organic foods

Conclusion

The analysis of the socio-economic profile of consumers purchasing organic food products in Warangal reveals that the majority of organic food buyers belong to educated, middle-and high-income groups, with greater awareness about health and environmental issues. Urban consumers, professionals, and younger age groups show a higher inclination toward organic products, indicating that income level, education, and lifestyle significantly influence purchasing behaviour. Further, the study of factors influencing consumer buying decisions shows that health consciousness, concern for food safety, and preference for chemical-free products are the most dominant drivers. Environmental awareness and perceived product quality also positively affect consumer attitudes. However, factors such as high price, limited availability, and lack of trust in organic certification act as major constraints in purchase decisions. In conclusion, socio-economic characteristics play a crucial role in shaping awareness and accessibility, while psychological and product-related factors determine actual buying behaviour. Increasing affordability, improving availability, and building consumer trust are essential to expand the adoption of organic food products across a broader consumer base.

References

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