Understanding Key Drivers Influencing Consumer Choices For Organic Products In Uttarakhand, India

Abstract

This study delves into the intricate landscape of consumer choices regarding organic products in Uttarakhand, India, with a focus on understanding the key drivers shaping purchasing decisions. Employing a judgemental sampling technique, data was gathered from 212 participants across the Kumaon and Garhwal regions of Uttarakhand. The investigation sought to assess current awareness levels among consumers regarding organic products and delve into factors influencing perceptions of quality and trustworthiness.

The study identified seven critical factors—price, trust, health,  convenience, accessibility,  certification, and product labelling—as integral elements impacting consumer preferences in the organic food market. Utilizing SPSS 25 for data analysis, the study revealed that these factors collectively contribute to 74.35% of the variance in consumer choices. Notably, trust and price emerged as prominent influencers, contributing 15.25% and 14.30%   to the explained variance, respectively.

The findings offer valuable insights into the dynamics of consumer decision-making in Uttarakhand, shedding light on factors that significantly shape preferences in the organic food sector. The limitations of the study, including the sample size of 212 and the judgemental sampling approach, are acknowledged, emphasizing the need for caution in generalizing the results. This research contributes to the growing body of knowledge surrounding consumer behavior in the context of organic products and provides a foundation for future studies and industry initiatives in the region.