A Study on Consumer Buying Behaviour Towards Organic Products

This study has been conducted to understand the consumer buying behaviour towards organic products. Employing a descriptive research design, the investigation aims to understand the preferences, attitudes, and motivations guiding consumer decisions in purchasing organic products. The sample method utilised probability sampling, resulting in a sample size of 245 respondents. Moreover, factors such as perceived awareness, health consciousness, environmental concerns, price, and Trust and brand reputation significantly influence consumer behaviour towards organic products.Statistical analyses, including the Normality test, Mann – Whitney U test, Kruskal Wallis H test,Spearman's correlation and Friedman test, provide valuable insights into the distribution and associations among variables. Keywords: Organic products, Buying Behaviour, Attitude of Consumers