Consumers’ Buying Behaviour towards Organic Food Products in Tamil Nadu

The study conducted in Tirupur district of Tamil Nadu state has investigated the consumers’ buying behaviour towards organic food products based on the data collected from 240 respondents (120 organic food consumers and 120 non-organic food consumers). The study has used chi-square test and multivariate analysis of variance (MANOVA) for analysis. Besides looking into the awareness level, the study has found the association between demographic characters and awareness level about organic food products. The study has revealed that factors like gender, family income, education and occupational status differentiate consumers of organic and non-organic food products. Besides, psychological factors such as attitude, perception, belief and intention have shown positive results for the organic food consumers of Tirupur district.