Attitude and Perception of Consumers’ towards Buying Organic Turmeric: A Study in Punjab, India
Kriti Thakur *
School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab-141004, India.
Rakesh Rathore
School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab-141004, India.
*Author to whom correspondence should be addressed.
Abstract
Organic products are grown under a system of agriculture without the usage of chemical fertilizers and pesticides with an environmentally responsible approach. India is bestowed with a lots of potential to produce many varieties of organic products due to different agro-climatic conditions in the country. In many parts of the country, the inherited tradition of organic farming is an added advantage towards organic products. Many studies have been conducted regarding organic production but limited studies are done from the consumers’ behaviour aspect towards organic turmeric products. This paper aims to study consumers’ attitudes, perceptions, and constraints faced by consumers towards buying organic turmeric in Punjab. A total of 160 consumers’ households were selected randomly for the present study. A multistage sampling technique was used for the selection of the respondents. Mean, frequency, standard deviation, and one sample t-test were used for the analysis of the data. The results of the study revealed that the consumers prefer organic turmeric for their family (4.46), and organic turmeric is beneficial for consumption (4.57). The price of organic turmeric is higher than other turmeric (4.45), followed by the limited number of retail shops for organic turmeric (4.40), which was reported as major constraints in buying organic turmeric. The results of the study suggested that there is a need for promotion of organic turmeric. Organic turmeric has health benefits, and consumers have a positive attitude towards organic turmeric.
Keywords: Organic turmeric, consumers, attitude, perception