A STUDY ON RURAL CONSUMERS PERCEPTION TOWARDS ORGANIC FOOD
ABSTARCT :
In recent years, there has been a growing global interest in organic food, driven by rising health consciousness, environmental concerns, and increased awareness of food safety among consumers. While much of the research and commercial attention has been centered around urban markets, rural consumers are gradually emerging as a significant segment in the organic food landscape. Traditionally associated with farming and closer proximity to agricultural practices, rural populations are often believed to have more familiarity with natural or chemical-free produce. However, the perception of organic food among rural consumers is shaped by a variety of factors, including education levels, cultural practices, availability, affordability, and trust in modern certifications and labels.
Organic food refers to produce that is grown without the use of synthetic pesticides, chemical fertilizers, genetically modified organisms (GMOs), and artificial additives. It is often considered healthier, more environmentally friendly, and ethically produced. With increasing media coverage and public discourse around the harmful effects of chemical-based farming, even rural consumers are becoming curious and cautious about what they eat. Nevertheless, the shift in rural food consumption patterns towards organic alternatives is not as pronounced as in urban areas, often due to limited access, higher costs, and lack of awareness about certification processes and health benefits.
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