Organic Consumer Behavior- Special reference to cereal /cereal products in the southern part of Tamilnadu.

Abstract

Consumers’ interest in organic products is increasing globally. As IFOAM 2016 report, only 1.2 % of the land has been utilized in organic agriculture method. The overall organic market has achieved 89.7 billion $ in 2016 in that, & 48.4 a billion in sales accounted for the USA and German alone. Total registered organic producer in the worldwide is 2.7 million in that India is the leading country which has 835,200 organic producers. But many of them are a small farmer, and they had shared 1.49 million hectares only. The Government of India (GOI) and the state governments have taken several steps to improve the regulatory mechanism and frame several schemes to incentivize organic farming. 2017 December, Food Standards and Safety Authority of India (FSSAI) have recognized both the certification systems (NPOP and PGS-India) valid for organic food products. From these steps, GOI has tried to create confidence in the organic products, so that, domestic consumers and export countries can trust Indian organic products. But still, the organic sector in India suffered from some unique characteristic that is the absence of proper branding, package, consumer awareness, purchasing power, and supply chain issues (Agarwal, 2018).