CONSUMER BUYING BEHAVIOUR AND SATISFACTION TOWARDS ORGANIC FOODS

The adoption of organic production and processing is influenced by market demand, with consumers' awareness and fulfilment towards organic food products. Organic foods are produced naturally without modern chemicals, pesticides, or additives, promoting a balance between nature, living organisms, the environment, and humans. This shift in preference increases the growth of organic food markets. Organic foods are considered more nature-friendly, nutritious, and healthier than conventional foods, as they prevent the production of artificial preservatives and maintain the originality of food. However, concerns about certification and authenticity need to be addressed. Consumer satisfaction with organic foods is primarily driven by health consciousness, employee friendliness, and cooperativeness. The study attempted to assess consumer satisfaction towards the organic food with special reference to the Coimbatore district. The study also further analyses the reason for preferring organic foods by consumers. The study suggested that consumers prefer organic foods because of their health consciousness, and their satisfaction level relies on employees’ friendliness and cooperativeness towards consumers.