Analysing Consumer Behaviour towards Organic Food With Special reference cities - Mumbai & Thane

Abstract Business of Organic food and Organic Farming is gaining momentum world over and India is not an exception. Many states like Sikkim, Madhya Pradesh, Himachal Pradesh have taken big leap in this area. Maharashtra seems to be lagging behind. Considering the subsistence nature of majority farms, weak policy support, growth of organic food business essentially needs to be demand driven. In spite of growing awareness about harmful effects of conventional food and farming, growth in demand for organic food is surprisingly low. This paper essentially tries to analyse factors affecting consumer demand for organic food in two most populated cities of Maharashtra ? Thane & Mumbai. Survey of 580 respondents was taken by using structured questionnaire and data was analysed by using simple average method and percentage analysis. High price, low educational background, faulty supply chain management were found to be reasons for less demand.