Understanding Consumers’ acceptance of organic food in Nagaland, India

There has been an increasing trend in the demand for organic food over the years, owing to its various health benefits and delectable taste. Furthermore, its positive impact on the environment makes it a prevalent choice among consumers. It is important to note that consumer behaviour is critical in the marketing and supply of organic food. Therefore, this study was conducted to look into the many aspects which impact consumers' acceptance of organic food and the values that are associated with it. The factors which influence consumers’ acceptance of organic food, identified from secondary sources, are that organic food is considered healthy, prevents and treats certain diseases, is free from chemical pesticides and synthetic additives, has higher nutritional values, sustains the environment and supports small and local businesses. Data was collected from 214 respondents across five districts of Nagaland using a structured questionnaire. A descriptive research design was employed to collect information and a factor analysis test was performed to determine the factors that contribute to customers' decision to purchase organic food. The study found that among the various factors, that impact consumers' desire to purchase organic food, the health aspect was considered the most important factor. The research is restricted to the state of Nagaland, and the analysis is predicated on the response of the participants.