A STUDY ON PURCHASE INTENTION OF CUSTOMERS TOWARDS ORGANIC PRODUCTS IN SIVAKASI.

Nowadays consumers tend to purchase high quality food for their life. For quality foods, it consists of two important dimensions including food safety and sustainability. Due to interest in product response to food safety, human health concerns, animal welfare considerations and environmental concerns are growing progressively. Mostly consumers are receiving more information and knowledge of risky from pesticide, insecticide, fungicide and herbicide used in food production. Consequently, consumers now concern about health and safe according to their foods. Therefore, organic food with less chemical residuals has become more popular across the world. Attitude and knowledge has become a crucial and prime factor in changing the perception of consumers towards organic foods. It is necessary to be familiar with what consumers perceive about organic food and the factors that lead them to demand organic food, due to the growing organic market and its rising potential to expand. The study has concluded that consumers buying behaviour acts as a predictor and has a direct influence on the decision process when purchasing of organic products. Consumers have positive behaviour towards purchasing organic products, when it comes to actual purchase, price, environmental concerns and quality are the key influencing factor.