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Importance Of Organic Food In Healthy Living: Identifying Reasons For Its Adoption
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| Author:
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PRITI SHARMA, RUPA KHANNA MALHOTRA, MOHIT KUMAR OJHA
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| Abstract:
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Background and Purpose: Consumers' food consumption habits are changing around the world; they now preferring food options that are free of synthetic chemicals, chemical fertilizer, and pesticides. In a nutshell, it can be said that they prefer environmentally friendly organic food options which not only provide them a healthy diet but also reduces the chances of diseases which occurs due to unhealthy eating habits. In this regard, present study is conducted to assess the awareness level and preference of consumers towards organic food options alongside non-organic ones. Further, study also attempted to identify the reasons for adoption and non-adoption of organic food among consumers in India.
Experimental Approach: Study adopted descriptive research method, where primary data was collected. A total of 15 items under three categories, i.e., awareness and preference towards organic food, reasons for adoption of organic foods and reasons for non-adoption of organic food have been selected. Descriptive statistics has been applied where frequency count has been computed for data analysis.
Key Results: Result shows that consumers are more conscious of their health nowadays, while they also have concerns for environment. Consumers are preferring organic food options over non-organic ones but higher prices of organic food coupled with unavailability of organic foods in neighbourhood strictly hampers its adoption among consumers.
Conclusion and Implications: The study clearly indicates that consumers are ready to switch to organic foods given it is priced reasonably and available easily. Hence, it is concluded that the companies offering organic substitutes are required to set prices keeping competitive prices as well as consumers paying capacity in mind. Further, efforts need to be concentrated towards ensuring easy accessibility and availability of organic food, i.e., it should be made available at nearby markets and stores. Over all it is recommended that companies need to strategize their price and place mix for organic foods.
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| Keyword:
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Organic food, environmentally friendly, healthy diet, unhealthy eating habit.
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2020.12.03.526
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| Download:
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