Awareness and Preference of the Consumers towards Purchasing of Organic Fruits & Vegetables

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Sudhalakshmi, K., & Chinnadorai, K. (2015). Awareness and Preference of the Consumers towards Purchasing of Organic Fruits & Vegetables. Journal of Business Management and Economics, 3(2), 20–22. https://doi.org/10.15520/jbme.2015.vol3.iss2.20.pp20-22
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Abstract

Attitudes are changing toward the environment to encourage innovation for conservation, and the benefits from this source of innovation are certain to outlive our current generation. Increasing awareness on the various environmental problems has led a shift in the way consumers go about their life. There has been a change in consumer attitudes towards a green lifestyle. People are actively trying to reduce their impact on the environment. However, this is not widespread and is still evolving. Organizations and business however have seen this change in consumer attitudes and are trying to gain an edge in the competitive market by exploiting the potential in the green market industry. This study investigates consumer beliefs and attitude on environment protection and their purchasing behavior of organic fruits and vegetables. The total sample size came to 150 respondents. The structured interview schedule was used to collect the relevant data by using primary data collected from the respondents in Coimbatore city. The collected data were processed with the help of appropriate statistical analysis. The applied statistical analysis and its conduct of application are Inferential Statistics, t-test, Chi-square Test, Correlation, Regression and Factor Analysis. This study has made an attempt to explain the impact on the behavior of consumers in buying organic fruits and vegetables.

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