Archive Details

Year 2025
Volume/Issue/Review Month Volume-XVIII | Issue-II | Jul.-Dec.
Title Understanding the Health and Cultural Challenges in Organic Product Adoption: A Consumer Perspective from Chittoor District, Andhra Pradesh
Authors Chenna Upendra Madduri, Gergi Neerajana Sai Niveditha, Prof. M. Venkateswarlu
Broad area Marketing
Abstract As the organic product market is increasing worldwide, certain challenges are observed all across, impacting the purchase of such products. Although its emergence is observed, there are certain areas where modifications are required, and researchers over the period have attempted to shed light on it. This study uses the Health Belief model (HBM) and Consumer Culture Theory (CCT) to navigate the purchasing aspect of the organic product market. A total of 402 consumers from Chittoor District in Andhra Pradesh were considered for this study. The organic product purchase behavior of Indian consumers is challenged by the issue of prices, which must be resolved to motivate them to purchase. Another critical issue observed here is the low level of community support for learning and purchasing organic products. This study suggests various measures to overcome these challenges.
DOI https://doi.org/10.63340/SAMT/100000017
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