Abstract: This research investigates how consumers perceive organic food products, concentrating on Lucknow, a city in Uttar Pradesh, India. The primary goals of this study are threefold: first, to explore consumer behavior and perceptions concerning organic foods; second, to identify the factors that shape consumers' purchasing decisions; and third, to understand the challenges encountered by urban consumers when buying organic products. The study relies on data obtained from a survey of 100 residents of Lucknow in 2025. The analysis examines consumer preferences for organic food items, evaluating their knowledge, perceptions, attitudes, and trust in these products. The findings indicate that consumers who demonstrate a favorable attitude toward organic products are more inclined to purchase them. Key factors influencing purchasing decisions include consumer attitudes, awareness of organic products, and various other determinants. Furthermore, the study highlights that health consciousness and the perceived environmental benefits of organic foods significantly influence consumers' intentions and final purchasing decisions. It also reveals that factors such as income levels and awareness of organic foods are positively correlated with the likelihood of purchasing these products.
Keywords: Sustainable agriculture, natural foods, ecological awareness, consumer preferences, shopping behavior, consumer perception.
Author: Mudit Singh and Jayant Zechariah
doi: https://doie.org/10.10346/AE.2025149720
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