Organic Food Products in India
{draw:rect} The decision to buy organic food products in India Siddharth Narayanan, Soumya De, Abstract Purpose – The purpose of this paper is to investigate the consumers’ decision-making process for purchase of organically produced foods in India Design/methodology/approach – Using already existing research model and scale, forming hypothesis, and testing its validity in Indian context. Using convenient sampling (Tier 1, 2 B school Graduates) to gather data for factor loading. Type of Research – Descriptive Research Introduction Organic production system is a system that produces organic foods in harmony with nature and the environment. In other words, this is a unique system which ensures that the “best practices” in the area of production are utilized to ensure that the output is a healthy and safe apart from having a positive symbiotic effect with the environment. Thus, one can say in lay man’s terms that an organic food product is one that has been produced using only natural agents in the production process. For the vast majority of human history, food has been produced organically. It was only during the 20th century that new synthetic chemicals were introduced to the food supply. Under organic production process, the use of conventional non-organic pesticides, insecticides and herbicides is heavily regulated. In the case of livestock, they are reared without the routine use of antibiotics and growth hormones. Scenario in India Organic foods are fast changing from a fad to a serious proposition in India. Today, the reach of organic foods is expanding to gradually find its way into the average Indian household. An indicative reason for the same is the rising health consciousness among Indian consumers. Pegged at Rupees 6.5 billion in 2010, the organic food market is witnessing the shift from being an elitist to a healthy product. Although production and consumption figures for organic food in India are way behind the world
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