Income Effects on the Challenges of Buying Organic Products: A Consumer Perspective

Abstract

This study investigates how household income influences the challenges consumers face when purchasing organic products in Chittoor district, Andhra Pradesh, India. Using a descriptive and analytical design, data were collected from 400 respondents across the revenue divisions of Chittoor, Palamaner, Kuppam, and Nagari through a structured questionnaire. The analysis employed descriptive statistics, one-way ANOVA, and chi-square tests to assess income-related differences in key barriers such as price, product availability, cultural beliefs, and promotional awareness. Results reveal that income is a significant determinant of purchasing challenges. Middle-income households (₹20,001–₹40,000) reported the highest difficulties, particularly regarding affordability and limited availability, while higher-income groups (above ₹50,000) experienced fewer obstacles. High cost (mean = 3.42) and lack of promotional information (mean = 3.35) emerged as the most pressing barriers. Cultural beliefs and peer influence also contributed to consumer hesitancy, especially among lower-income segments. The findings suggest the need for income-sensitive strategies such as targeted price incentives, community-based awareness programs, and improved distribution networks. Policymakers, marketers, and local producers can use these insights to enhance accessibility, affordability, and awareness of organic products, thereby fostering sustainable consumption in semi-urban and rural markets.