Persuasiveness Towards Organic Food Products Among Metropolitans

The initiative of ‘Green revolution’ which is to address the increased population and demand made the natural way of agriculture deteriorated. Organic food products are grown naturally without applying chemicals and fertilizers with moral and ethical principles of traditional cultivation. In India, the market for chemical free food items has been expanding quickly in recent years. The primary driver of the market’s growth has been the growing health consciousness among the customers in major cities of India. The gradual consumption of organic food in metropolitan cities as part of a healthy diet is a noteworthy development in light of health concern. Besides, in view of consumption of organic food products and health benefits connected to it, the preference for organic food items is increasing rapidly. There are many factors associated with the buying behaviour of every individual. This article is an attempt to identify the persuading factors of an individual towards consuming organically grown food items. These factors are associated with their perception, health related factors, buying power, social status, and environmental consciousness. The present study also identifies the role of demographic factors on consumption of organic food products.