• S.P.MURUGAN

The main objective of the study is to measure the factors influencing the consumers’ preference to purchase organic vegetables in Dharmapuri district. Both primary and secondary data are used for the study. For this purpose, the primary data is collected from the respondents through questionnaire. The questionnaire consists of various questions focusing on the factors influencing the consumers’ preferences to purchase organic vegetables. The factors influencing the consumers on purchase decision in the study area are evaluated and analyzed by using percentage analysis, mean score, standard deviation and analysis of variance. It is found that agriculturists have preferred to use eco friendly products and the least of the respondents belong to retail store for purchasing the eco friendly products. Out of twelve, five variables were closely associated with the consumer attitude towards eco friendly products. Hence, it is recommended to the retailers and marketers to need to raise public awareness and usage of the importance of eco friendly products in the study area.

changing environment, eco friendly products, ecological sensibility, environmental problems, green awareness, green consumer, green marketing, pollution free environment, etc.

"FACTORS INFLUENCING TO PREFER ORGANIC VEGETABLES – A STUDY WITH SPECIAL REFERENCE TO DHARMAPURI DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.405-413, May-2019, Available :http://www.jetir.org/papers/JETIRBP06072.pdf

"FACTORS INFLUENCING TO PREFER ORGANIC VEGETABLES – A STUDY WITH SPECIAL REFERENCE TO DHARMAPURI DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp405-413, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06072.pdf