A study on Consumers’ Perception about Sustainable Agriculture Products
Nobil Chauhan, Dr. Priyanka Ranawat - NIMS University Rajasthan, Jaipur
ABSTRACT
This study examines the complicated area of customer perceptions in order to provide an improved comprehension of consumers' attitudes, beliefs, and behaviours regarding products derived from sustainable agriculture. Concerns over food security and environmental degradation have led to a rise in interest in sustainable agriculture, which is defined by its dedication to social responsibility, economic viability, and environmental stewardship. Even so, consumer acceptance of sustainable practices is still uneven and dependent on a wide range of factors, including socio-cultural influences, personal values, and product features.
This study employs a mixed-methods approach to investigate the numerous aspects of consumer views towards sustainable agriculture products, building on an extensive examination of the available literature. Qualitative interviews explore the underlying reasons, obstacles, and decision-making processes influencing customers' purchasing behaviours, whereas quantitative surveys are used to measure the prevalence of pro-sustainability sentiments among consumers. Furthermore, the impact of different marketing tactics and informational interventions on customer perceptions and willingness to buy sustainable agriculture products is assessed through the use of experimental approaches.
The study findings in this area have theoretical and practical consequences for the field of sustainable consumption. Policymakers, marketers, and agricultural stakeholders can develop focused strategies to increase adoption of sustainable agriculture practices and promote a more resilient and ecologically conscious food system by clarifying the factors that influence consumer views. Moreover, the knowledge gained from this research could guide future studies and legislative efforts that support sustainability in a variety of consumer categories and geographic settings.
