ANALYSIS OF CONSUMERS’ BEHAVIOUR FOR PURCHASING ORGANIC VEGETABLES IN THRISSUR CORPORATION OF KERALA

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dc.contributor.advisor.PAUL, K. S. R
dc.contributor.authorSOORYA, C
dc.date.accessioned2023-07-14T07:19:22Z
dc.date.available2023-07-14T07:19:22Z
dc.descriptionANALYSIS OF CONSUMERS’ BEHAVIOUR FOR PURCHASING ORGANIC VEGETABLES IN THRISSUR CORPORATION OF KERALAen_US
dc.description.abstractIndia ranks 8th in terms of organic agricultural land and 1st in terms of total number of producers as per 2020 data. Organic Farming is showing a positive growth trend in the country and the organic food market in India is estimated to be growing at a 25-30 per cent, mainly due to lower base. The major factors attracting public and private attention include; increasing prospects of organic agribusiness trade because of increasing demand for safe food and an approach to sustainable development of farming. Similar situation prevails in Kerala also where there appears to be a strong demand for organic food. Rise in income levels, greater health consciousness and environment friendly attitude motivates people to prefer organic produce. As vegetables constitute a major portion of food consumption of people, changes has undergone in the nature, type and quality of vegetables consumed by them. In the context of changing behaviour of consumers towards organic vegetables, study on consumer behaviour and WTP towards organic vegetables is very important. Keeping in view of above facts the present study entitled “Analysis of consumers‟ behaviour for purchasing organic vegetables in Thrissur Corporation of Kerala” has been undertaken with the following objectives 1. to study the consumers‟ behaviour towards organic vegetables 2. to assess the consumers‟ willingness to pay (WTP) and consumer surplus for organic vegetables 3. to identify the factors that contribute to the consumers‟ willingness to pay (WTP) a premium for organic vegetables 4. to prioritize the constraints in purchasing organic vegetables Thrissur Corporation was purposively selected as it is one of the corporations having the highest number of functioning eco shops in Kerala. All the 4 functioning eco shops in the Thrissur Corporation area were selected for the study. A total of 200 consumers, constituting 50 consumers from each eco shops were selected. For calculating consumer Willingness to Pay (WTP) three vegetables, cowpea, bitter xii gourd and ash gourd were selected according to the average annual stock arrivals in the concerned eco shops. Primary data was collected from the consumers through personal interview method and secondary data about the information of distribution of eco shops in the corporations was obtained from the Office of the Principal Agricultural Officer of the concerned districts. Majority of the consumers believed that vegetables distributed through eco shops are organic and strongly agreed with the fact that organic vegetables are healthier. Most of the consumers agreed that organic vegetables are nutritious and taste better than conventional vegetables. Majority of the respondents disagreed that organic vegetables are more perishable and agreed that organic vegetable production is environment friendly. The mean WTP estimated for cowpea, bitter gourd and ash gourd was 70.860 ± 1.301, 68.384 ± 1.326 and 34.370 ± 0.400 respectively. By subtracting the actual price paid by the consumer from the estimated mean WTP, consumer surplus calculated for cowpea, bitter gourd, and ash gourd was ₹20.1, ₹18.5 and ₹9.4 respectively. Health consciousness, taste, trust and eco-friendly nature of organic vegetables were the important factors that determined consumers‟ WTP for concerned organic vegetables. Monthly income and education, even though were significant factors had very less impact on consumer WTP when compared to other variables. The major constraints faced by the consumers were unavailability, poor range of varieties in the available organic vegetables and lack of advertisement on organic vegetables, which ranked 1st, 2nd and 3rd, respectively. Distance to the eco shops was another important barrier mentioned by the consumers and occupied the 4th position. The study explored the market potential of organic vegetables by analysing consumer behaviour and estimating their WTP and pointed out the factors affecting the consumers‟ WTP. The study also revealed the difficulties faced by the consumers in purchasing organic vegetables and provided suggestions to improve organic vegetable marketing, which helps in refinement of policy decisions.en_US
dc.identifier.otherD6361
dc.identifier.urihttps://krishikosh.egranth.ac.in/handle/1/5810198215
dc.keywordsCONSUMERS’ BEHAVIOUR , ORGANIC VEGETABLES,THRISSUR, KERALAen_US
dc.language.isoEnglishen_US
dc.pages107en_US
dc.publisherACHARYA NG RANGA AGRICULTURAL UNIVERSITYen_US
dc.subAgricultural Economicsen_US
dc.themeANALYSIS OF CONSUMERS’ BEHAVIOUR FOR PURCHASING ORGANIC VEGETABLES IN THRISSUR CORPORATION OF KERALAen_US
dc.these.typeM.Scen_US
dc.titleANALYSIS OF CONSUMERS’ BEHAVIOUR FOR PURCHASING ORGANIC VEGETABLES IN THRISSUR CORPORATION OF KERALAen_US
dc.typeThesisen_US
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