A Study on Customers’ Attitude Towards Buying of Organic Vegetables with Special Reference to Chennai City

The study helped to determine organic vegetable consumption in Chennai. It considered and analysed the perception of the consumers, their involvement, and their willingness to buy organic vegetables. Furthermore, it also elaborated on the possible reasons of consumption of organic vegetables, as well as the quality and attributes considered essential to make organic vegetables appeal to a larger population. It was noted that when consumers bought their supplies once a week, all household members tended to consume organic vegetables, which was usually prepared as their main dish. Organic vegetables were consumed by most households because they believed that these served as a better source of essential vitamins, minerals as well as dietary fibre. Organic vegetables are a good source of various medical and therapeutic agents; in addition, they are healthy and nutritious food. Responses were collected through the designed questionnaires and analysed using SPSS software. Tools such as correlation, regression, frequency analysis and chi-square test were used in this study. The respondents suggested that farmers or producers of organic vegetables should increase market outlet of organic vegetables to cope with the consumption of households. The government should intervene in the market by increasing incentive measures for the producers of organic vegetables and initiating promotional activities to inform the public of the good benefits of consuming organic vegetables. Producers or sellers of organic vegetables must also consider some creative and innovative ways of handling vegetables, which might preserve their freshness and improve their shelf life.