Factors Influencing Consumer Choices and Organic Food Production in Haryana: Insights from Farmers

Ekta Yadav; Megha Goyal; Suman Ghalawat; Joginder Singh Malik; Monika Devi; Vinay Mehala

doi:10.48165/IJEE.2024.60416

Authors

Ekta Yadav CCS HAU, Hisar
Megha Goyal CCS HAU, Hisar
Suman Ghalawat CCS HAU, Hisar
Joginder Singh Malik CCS HAU, Hisar
Monika Devi CCS HAU, Hisar
Vinay Mehala CCS HAU, Hisar

https://doi.org/10.48165/IJEE.2024.60416

Keywords:

Farmers, Production, Organic farming, Forecasting, Consumer, Polynomial regression

Abstract

The study examined consumer behaviour dynamics in Haryana related to organic food purchases and forecasted production, in 2023-2024. The research employed area sampling; representing four districts based on organic food store availability, and surveyed 300 consumers during 2024. Three key factors influencing purchasing decisions were identified: benefits of organic food, characteristics of organic food, and promotional tools. The Benefits of organic food, explaining 30.461% of the variance, was the most significant, emphasizing health advantage, environmental protection, and trust in organic labels. Characteristics of organic food contributed 19.197% of the variance, focusing on quality, affordability, and chemical-free production. Promotional tools; accounting for 14.172%, highlighted discounts, taste, and online marketing. These factors collectively explained 63.830% of consumer decision-making, with health and environmental benefits emerging as primary motivators. The study forecasted organic food production in Haryana from 2011-12 to 2022-23 using polynomial regression analysis, with a moderate model fit (R² = 0.60). The findings revealed significant production fluctuations due to external factors, suggesting the need for continued research to improve forecast accuracy.

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