Consumer Perception Towards Organic Products: An Empirical Study
Abstract
The increasing demand for organic products has highlighted the importance of understanding consumers' perceptions and the factors influencing their purchasing decisions. This study examines consumer perception towards organic products by investigating the influence of health consciousness, environmental concern, perceived product quality, price perception, and consumer trust. A descriptive and quantitative research design was adopted, and primary data were collected from 250 respondents using a structured questionnaire. The collected data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, and multiple regression analysis. The findings reveal that consumers generally hold positive perceptions of organic products. Health consciousness, consumer trust, perceived product quality, and environmental concern significantly and positively influence consumer perception, while price perception has a comparatively weaker effect. The study concludes that enhancing consumer awareness, strengthening product certification, and improving product quality can promote the adoption of organic products. The findings provide valuable insights for marketers, retailers, and policymakers in developing effective strategies to encourage sustainable consumption and expand the organic products market.
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References
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