Abstract

Aim: The aim of the study was to examine consumer preferences for organic foods in the Bundelkhand region by analysing the influence of health consciousness, food safety perception, environmental concern and trust in organic certification, product availability, price perception, and consumer awareness on purchase intention and buying behaviour.

Materials and Methods: A structured questionnaire was administered to 450 consumers selected through multistage stratified random sampling from six districts of Bundelkhand, namely Tikamgarh, Chhatarpur, Sagar, Damoh, Niwari, and Panna. Descriptive statistics, reliability analysis, exploratory factor analysis, and multiple regression analysis were employed to examine the relationships among the study variables.

Results: Consumer preference for organic foods in the Bundelkhand region was primarily influenced by perceived health benefits, food safety, and confidence in certification systems. Food safety concerns also significantly influenced purchase intention. Consumers increasingly associated organic products with lower pesticide residues and higher nutritional quality. This indicated that marketing campaigns emphasizing quality assurance and traceability could strengthen consumer confidence.

Conclusion: It was concluded that higher prices and limited product availability remain the major barriers to regular organic food consumption. Although consumers exhibit favourable attitudes towards organic products, affordability and accessibility continue to restrict actual buying behaviour.

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