Asian Journal of Current Research

The present study was carried out with objectives to analyse consumers’ perceptions and factors influencing their decision to buying organic food in Ludhiana city of Punjab, during 2024. A total of 120 consumers were selected through the snowball sampling. Primary data was collected. Mean, frequency, per cent, one sample t-test, and factor analysis was used for the analysis of the data. The results of the study indicate that consumers buy organic food because it is healthier (4.40) and environmentally friendly (4.30). The quality and health benefits are important positive factors that influence consumers buying decisions. Lack of awareness and high price of organic food affect consumers buying decision. Two important factors were obtained, one is the high price of organic food, and another is the quality and healthy product. Based on the results, there is a need to promote organic food and reduce the price of organic food through various channels. The study could contribute to consumer education as well as marketing strategies for marketer with specific reference to organic food and consumers buying decision.