Consumer Behavior Regarding Organic Food in India: A Review_ Scholarly Insights and Future Directions

The organic food industry in India has experienced significant growth in recent years, with an increasing number of consumers becoming more conscious of the health and environmental benefits associated with organic products (Paul & Rana, 2012). This review paper aims to examine the behavior of Indian consumers towards organic food, exploring the factors that influence their purchasing decisions and the challenges faced by the industry. This paper synthesizes existing research to provide a comprehensive understanding of the evolving landscape of organic food consumption in India, highlighting key drivers and barriers. While the growing trends in consumer demand and increasing literature regarding various motivators for purchase, such as health, the environment, and some aspects of demographic variables, are evident, recent articles indicate the continued disbelief in certification and some interest among younger and affluent consumers. However, more research is needed, particularly on cultural and social impacts on organic food consumption, as well as on the role of sustainability values, changes in the distribution structure, and the effect of policy interventions. Based on the review, we have tried to highlight the emerging trends and gaps in this particular area.