Year: 2025 | Month: June | Volume 12 | Issue 2

Consumer Perception and Willingness to Pay for Organic vs Conventional Food

G. Vijay Kumar Apsani Devendra and Anita Patra
DOI:10.30954/2394-8159.02.2025.3

Abstract :

The purpose of this study is to examine consumer perception and willingness to pay for organic food compared to conventional food in Visakhapatnam and Srikakulam districts, Andhra Pradesh. Health consciousness and awareness towards environmental degradation along with socio-economic factors, play an important role in influencing consumer behaviour towards organic foods. Descriptive analytical method was used and primary data was obtained from 100 respondents through a structured questionnaire. Secondary data was collected from academic sources and government reports. The results indicate that although consumers’ perception about organic food is very good because of their health and environmental impacts, their behaviour towards these products is relatively poor. Higher price levels, less availability and non-confidence towards certification process were found to be the key factors which are influencing the willingness to pay of the consumers. Income level and purchase frequency were found to be significant factors which affect WTP, whereas other demographic factors had less significance. This study suggests that reducing the prices, making these foods available to the consumers and building confidence towards certification are necessary to improve this market.



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