A Study on Consumer Awareness of Organic Products in Anand and Vidyanagar Cities

Abstract

This study investigates consumer awareness and purchasing behavior regarding organic products in Anand and Vidyanagar cities. Conducted from January to May 2025, the research utilized a web-based survey of 300 randomly sampled respondents. The findings reveal a high general awareness of organic products (92%) among consumers, but a significant gap in brand-level recognition, with 62% unaware of specific organic food brands. While fruits and vegetables are the most preferred organic categories, only 24% of aware respondents have actually purchased organic products, indicating a substantial gap between awareness and buying behavior. Factors such as limited brand visibility, perceived high prices, availability issues, and skepticism about authenticity of organic claims may contribute to this disparity. The study also found that 65% of aware respondents recognize organic certifications, but 35% remain uninformed. Demographically, primary consumers are aged 26-45, employed in private sectors, belong to middle-income groups, and are generally health-conscious. The research emphasizes the need for enhanced consumer education, improved retail presence, and strategies to build trust through certification and quality assurance to bridge the awareness-to-purchase gap in the organic food market.