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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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ISO Certification: 9001:2015
Publication Fee: 599/- INR
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

CONSUMER AWARENESS, PERCEPTION, AND PURCHASING BEHAVIOUR REGARDING ORGANIC PRODUCTS

Mukul Kumar Mahato

Maharana Pratap Engineering College, Kanpur, India
DOI:https://doi.org/10.55041/ijcope.v2i5.804

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Abstract

The market for organic products has expanded significantly over the past decade. However, consumer adoption remains geographically and demographically uneven. This study investigates consumer awareness, perception, and purchasing behaviour towards organic products among urban adults aged 20–55 in India. Grounded in the Theory of Planned Behavior (TPB) and the Consumer Decision-Making Process (CDMP) model, this research employs a mixed-methods design comprising a structured survey of 400 respondents and semi-structured interviews with 20 participants across major Indian cities.

The study examines the level of consumer awareness regarding organic products and their certification systems, identifies the attitudinal and sociodemographic determinants of organic purchase intention, and assesses key barriers to consumption. The findings indicate that health consciousness and environmental concern positively influence attitudes towards organic products, while price sensitivity and low certification trust act as significant inhibitors. Demographic variables—particularly income and education—moderate purchase intention. The study contributes to existing literature by contextualising organic consumer behaviour within the Indian urban marketplace and offers actionable recommendations for marketers and policymakers.

Keywords: organic products, consumer behaviour, purchase intention, Theory of Planned Behavior, urban India, health consciousness, green marketing, sustainability

How to Cite this Paper

Mahato, M. K. (2026). Consumer Awareness, Perception, and Purchasing Behaviour Regarding Organic Products. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.804

Mahato, Mukul. "Consumer Awareness, Perception, and Purchasing Behaviour Regarding Organic Products." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.804.

Mahato, Mukul. "Consumer Awareness, Perception, and Purchasing Behaviour Regarding Organic Products." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.804.

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  • •All submissions are screened under plagiarism detection.
  • •Review follows editorial policy.
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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 29 2026
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