AN ASSESSMENT OF CONSUMERS ATTITUDE IN ORGANIC PRODUCTS USAGE PURPOSES AND DOMINANT GROUPS

The aim of this research is to understand the consumer behavior, attitude and usage purposes of organic products in their daily life. The researcher was adopted survey method to collect responses from 100 organic product consumers residing in Chennai city of Tamil Nadu. The empirical results indicate that nine dimensions of usage purposes of organic products were explored and the entire organic product consumers covered in this survey are significantly classified into two groups such as, high users and moderate users based on their attitude towards organic products consumption. To conclude, consumers are advised to use more organic products due to health concern, and environmental concern.