Published Paper Details:

This research paper delves into the purchase behaviour of consumers in Pune District with a specific focus on Organic Food Products (OFPs). As the demand for organic and sustainable food options grows, understanding the factors influencing consumers' choices and preferences becomes imperative for stakeholders in the organic food industry. The study employs a comprehensive research design that combines quantitative surveys and qualitative interviews to provide a nuanced understanding of the complex dynamics at play. A structured questionnaire is administered to a diverse sample of consumers, encompassing various demographics, socioeconomic backgrounds, and dietary habits. The survey investigates key aspects such as consumer awareness of OFPs, motivations for choosing organic products, perceived benefits and barriers, trust in organic labels, and overall satisfaction levels. Additionally, qualitative interviews with select participants aim to capture deeper insights into the subjective aspects of OFPs consumption, including lifestyle factors and personal beliefs influencing purchasing decisions. This research contributes valuable insights to the existing body of knowledge by shedding light on the evolving landscape of consumer behaviour towards OFPs in Pune District. The findings are anticipated to be beneficial for OFPs producers, marketers, and policymakers, offering strategic guidance for catering to the discerning needs of consumers in this region. As the global shift towards sustainable and health-conscious consumption accelerates, this study addresses a timely and critical aspect of consumer behaviour, providing a foundation for informed decision-making in the organic food industry.