Published Paper Details:

The Organic food market is ever increasing. The awareness about the benefits of organic food consumption is already high and after looking at the current incidences of harm to human life because of consumption of unhealthy food products, it is only expected to increase. The demand for organic consumables market has a CAGR of 9% (Wood, 2019). The global organic food and beverages market expected to reach $327,600 million by 2022 from $115,984 million in 2015 (Dwivedi, 2016). The research problem is to study the consumer perception towards organic food products in Western Mumbai. The study was undertaken with the objective to study the motivations, barriers, awareness levels and demographic characteristics of our study population w.r.t. organic food products. 318 respondents were a part of this study whose answers were asked for through a structured questionnaire. It was majorly found out that there is tremendous demand for organic food products but there are gaps in terms of awareness (about organic food products amongst the consumers) and faith (in the claims which are made by organic food marketers). Organic food consumers are motivated to consume it because they want to make sure that their food plate is nutritious and safe. Price has little effect on the existing organic food consumers where as others are aware about its benefits but are not willing to shell out extra money for consuming organic. This also justifies why the biggest barrier amongst non-organic food consumers is high cost. Thus our recommendation to organic food marketers would be to identify two segments of the market: One being the existing one and other being the potential one, and devise strategies to suit their needs individually.