ARCHIVES
VOL. 13, ISSUE 1 (2026)
An empirical study of consumer buying behaviour towards organic food products in Karnataka
Authors
Soundarya R, Dr. Manoj Kumara N V
Abstract
In the wake of rising health concerns and
environmental awareness, the consumption of organic food products has gained
significant attention in India, particularly in Karnataka. This study aims to
empirically examine the factors influencing consumer buying behaviour towards
organic food in select cities of Karnataka. The research is highly relevant in
the present scenario where consumers are increasingly shifting towards
healthier and sustainable food choices. A descriptive research design was
employed, using primary data collected through a structured questionnaire based
on a 5-point Likert scale. A total of 250 respondents from Mysuru, Bengaluru,
Mangaluru, Hassan, and Mandya participated in the study. Statistical tools such
as descriptive statistics, ANOVA, and regression analysis were applied to
analyse the data. The findings revealed that health consciousness, nutritional
belief, trust in certification, and product availability significantly
influence consumer buying behaviour, while price sensitivity negatively affects
it. Environmental awareness, although theoretically important, showed limited
direct impact. The study highlights demographic variations, particularly in
age, income, and regional access. The research provides valuable insights for
marketers and policymakers to enhance organic food accessibility and
affordability. Future studies may focus on rural consumer patterns and
long-term behavioural changes.
Download
Pages:276-280
How to cite this article:
Soundarya R, Dr. Manoj Kumara N V "An empirical study of consumer buying behaviour towards organic food products in Karnataka". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 1, 2026, Pages 276-280
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.