• Sapna Shanker
• Dr. Vimi Singh

Consumer ethical behaviour is an outcome of their social and moral values influenced by social norms. The present study investigates the purchasing behaviour of consumers in context with organic food products. Major findings of the research are that consumers have now risen above traditional ways of purchasing and pursue ethical purchase behaviour which includes additional criteria to their purchase behaviour. Health conscious consumers are put in greater effort to buy organic food as they understand the health benefits offered under organic standards. Ethical factors such supporting local produce and reducing carbon footprints and food miles along with combating global warming co-exist with traditional ethical factors like health concern and fair trade. Traditional fair trade principle only promoted pricing principles, but consumers now associate it with factors beyond this, such as favourable working conditions, labour standards and fundamental human rights. Consumers now purchase goods based on their understanding of social and individual responsibility towards society and personal care. This valuable information on consumer decision making can be used by policy makers, marketers and sellers at different levels. Results show that consumers are inclined to buy products that relate with one or more of their manifold ethical factors they relate with. An overall awareness has been noticed among buyers and sellers about the growth of consumption keeping in mind the view the limits and boundaries of the ecological system. Policy interventions may further accelerate better understanding of the consumer market in both developing and developed nations

Ethics, Purchase Behaviour, Organic food, Consumer ethical behaviour, health benefits.

"STUDY OF ETHICAL PURCHASE BEHAVIOUR TOWARDS ORGANIC FOOD ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.478-483, April-2019, Available :http://www.jetir.org/papers/JETIR1904B72.pdf

"STUDY OF ETHICAL PURCHASE BEHAVIOUR TOWARDS ORGANIC FOOD ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp478-483, April-2019, Available at : http://www.jetir.org/papers/JETIR1904B72.pdf