Purchase Behaviour and Attitude of Consumers Towards Organic Products Madurai City

The growing awareness of health, environmental sustainability, and food safety has significantly influenced consumer behavior toward organic products in recent years. This study aims to examine the purchase intention and attitude of consumers toward organic products, with a focus on the key factors shaping their decision-making process. Drawing on established behavioral theories, the research explores the role of health consciousness, environmental concern, perceived quality, and trust in influencing consumer attitudes and subsequent purchase intentions. A structured questionnaire was administered to a sample of consumers to collect primary data, and statistical tools such as correlation and regression analysis were employed to test the proposed relationships. The findings reveal that consumers generally exhibit a positive attitude toward organic products, primarily driven by perceived health benefits and environmental awareness. However, factors such as high price, limited availability, and lack of certification awareness act as barriers to actual purchase behavior. The study also highlights that attitude significantly mediates the relationship between influencing factors and purchase intention, suggesting that favorable perceptions are crucial for increasing market demand. The results provide valuable insights for marketers, policymakers, and organic product producers to design effective strategies that enhance consumer awareness, build trust, and improve accessibility. Overall, this research contributes to the existing literature by offering a comprehensive understanding of consumer behavior toward organic products and provides practical implications for promoting sustainable consumption patterns.