A STUDY ON FACTORS INFLUENCING THE CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS OF ORGANIC PRODUCTS IN KANCHIPURAM DISTRICT

Abstract

This study investigates the factors influencing consumer attitudes and purchase intention towards organic products in Kanchipuram District. With a growing awareness of health and environmental sustainability, understanding consumer behavior towards organic products is crucial for businesses and policymakers. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather comprehensive insights. Statistical analysis and thematic analysis are utilized to explore the relationship between consumer attitudes, perceptions, and purchase intention towards organic products. Additionally, demographic factors such as age, gender, income, and education level are examined to understand their influence on consumer behavior. The findings of this study provide valuable insights for businesses, policymakers, and stakeholders interested in promoting sustainable consumption patterns and supporting the growth of the organic products market in Kanchipuram District. Therefore it is concluded that The increasing demand for organic products in Kanchipuram District is driven by multiple interrelated factors. By addressing health and environmental concerns, improving product quality and safety perceptions, and enhancing consumer awareness, stakeholders can effectively tap into the growing market for organic products.