A Study on Consumer Willingness to Pay for Organic Food Products: Case of Shimla Town of Himachal Pradesh

Author: Priyanka Sharma, Richa Khushwaha, Shivani Singh, Piyush Mehta and Kapil Kathuria

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Abstract

Organic products play a vital role in human health and environment health. The present study on Consumer willingness to pay for organic food product has been conducted in Shimla town of Himachal Pradesh on 100 respondents. The key objective of the study was to assess the awareness and willingness of consumer for the organic products. This study has helped us to identify the factors that affect the consumers to pay for organic products. The study found that the willingness to pay for organic products was positive. Consumers were willing to buy organic products even if the prices of organic products rise. It has been observed that most of the people are willing to pay for organic products but some people are not willing to pay for organic products because they do not trust that these products do not contain chemicals. The survey indicates a growing preference for organic products, necessitating further product development and advancements in labelling, processing, certification, and packaging to boost demand. The study challenge is to improve consumers' understanding of organic products and their differentiation in food choices between local and market-based options.

Keywords

Organic food products, Consumer willingness, Organic farming, Consumer, Organic Product

Conclusion

Organically farmed products are available on the Shimla market, where consumers are willing to pay more for them. Knowledge and awareness of organic products can impact consumer perspectives and perceptions, and ultimately, their purchase decisions. The attitudes and views of consumers toward organic products can impact their purchasing decisions. Compared to other food items, the majority of respondents were more eager to buy vegetable products, and because they were more interested in buying more organic products, they would keep buying organic products even if the price of the products increased. The study reveals that consumers are attracted to organic products due to their natural, healthy, safe, nutrient-rich, fresh, chemical-free, and trendy attributes. Numerous studies comparing the pros and cons of organic and conventional food have been encouraged by the growing interest in organic food and concerns about human health, food safety, the environment, and other sensory characteristics including flavour, freshness, nutritional content, and appearance. The opinions of consumers regarding organic food are very personal. It's important to keep in mind that these impressions might or might not match their real purchase behaviour. Furthermore, as organic food uses less pesticides, high-quality organic food at a fair price may not only bring in more customers but also benefit the environment. Therefore, a coordinated effort by all parties, particularly the government, to highlight the benefits of eating organic food may aid in changing consumer behaviour.

References

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How to cite this article

Priyanka Sharma, Richa Khushwaha, Shivani Singh, Piyush Mehta and Kapil Kathuria (2023). A Study on Consumer Willingness to Pay for Organic Food Products: Case of Shimla Town of Himachal Pradesh. Biological Forum – An International Journal, 15(10): 421-425.