• Mrs.S.Rengeswari
• Dr.T.Palaneeswari

In last few decades, organic food sector is growing rapidly. Consumers have a great interest in their food habits like healthy, tasty, high nutrition, environmental and social welfare concern and also sustainability. The objective of this paper is to gain knowledge about factors influencing the consumers’ buying behaviour towards organic food. The paper investigated the perception of the respondents towards organic food such as perceived health, product attribute, product feature, social welfare and availability. It also focuses on consumers’ buying behaviour towards organic food in Sivakasi. Factor analysis has been applied to analyse the perception towards the purchase of organic food products. Correlation analysis has been used to find the significant relationship among factors influencing the buying behaviour towards organic food. Multiple regression analysis used to find the factors influencing the purchase behaviour indicates that the product feature highly influences the purchase behaviour and hence, it was suggested by the researcher that a sustained improvement in product features would lead to increase in consumption of organic food products. Positioning organic food products in the minds of consumers would influence consumer beliefs about the benefits they derive on consuming. It was concluded that concluded that the consumers’ health conscious, quality, safety and value for money would lead to purchase organic food.

consumer behaviour, organic food, perception

"BUYING BEHAVIOUR OF CONSUMERS TOWARDS ORGANIC FOOD IN SIVAKASI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 12, page no.311-315, December-2017, Available :http://www.jetir.org/papers/JETIR1712059.pdf

"BUYING BEHAVIOUR OF CONSUMERS TOWARDS ORGANIC FOOD IN SIVAKASI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 12, page no. pp311-315, December-2017, Available at : http://www.jetir.org/papers/JETIR1712059.pdf