EXAMINING THE RELATIONSHIP BETWEEN PERCEIVED HEALTH BENEFITS AND PURCHASE FREQUENCY OF ORGANIC FARM PRODUCTS

Abstract

This study examines the relationship between perceived health benefits and the purchasing frequency of organic farm products among consumers. Utilizing a sample of 120 participants from Haryana, the research employs descriptive cum exploratory methodology, with purposive sampling to gather data through surveys. The findings reveal that consumers perceive organic products as healthier alternatives to conventional foods, significantly influencing their purchasing decisions. The study also investigates demographic factors, including age, monthly family income, and educational qualifications, and their impact on consumer attitudes. Chi-square tests indicate a strong association between educational qualifications and purchasing behavior, with higher education levels correlating with increased awareness of health benefits. Additionally, younger consumers and those with higher incomes are more likely to prioritize health in their buying decisions. This research contributes to understanding consumer behavior in the organic food market, highlighting the need for targeted marketing strategies and education to promote healthier lifestyle choices and support sustainable agricultural practices.