IMPACT OF HEALTH CONSCIOUSNESS ON THE CONSUMER PREFERENCE AND SATISFACTION ON ORGANIC FOOD PRODUCTS IN CHENNAI

Abstract

Consumption of organic food is rapidly becoming one of the most prominent food trends of the 21st century. Consumers’ interest for organic products is increasing every day and several industries have been witnessing a growing demand for this type of products. The focus of this study is to better understand how an individual’s degree of health consciousness affects the purchase intention of organic food and how this relationship is mediated by the attitudes one holds towards organic food. A self-administered online questionnaire was used to obtain the data. The main conclusions taken from the statistical analysis are that the degree of health consciousness has a direct impact on the consumers’ preference and satisfaction of organic food products