Authors: Pradeep P
Abstract: Despite the rapid rise of the organic food industry in India, many businesses continue to face challenges in maintaining consistent consumer trust and perception. As consumer experience in this sector depends heavily on certification authenticity, health consciousness, and availability, these elements have become critical determinants of purchase intention. This study investigates the factors influencing consumer perception of organic food products in Bangalore, focusing on dimensions such as health consciousness, price sensitivity, certification trust, awareness, and product availability. The literature strongly supports the role of these variables in shaping consumer confidence, satisfaction, and willingness to pay for organic products. A conceptual framework linking these dimensions to consumer perception is developed based on a comprehensive review of existing research, with hypotheses designed to empirically test these relationships within the Bengaluru market context. Previous studies have not developed a holistic model that simultaneously considers health, economic, and trust- related factors affecting consumer perception in the Indian organic market. This study advances the literature by proposing an integrated conceptual model that connects awareness, trust, and perceived value to consumer behavior. It provides a structured understanding of how psychological, economic, and informational factors collectively shape consumer perception and buying intention toward organic food. The framework offers meaningful insights for both scholars and practitioners, showing how health motivation, certification reliability, and affordability jointly enhance the perceived credibility of organic products. It also holds practical significance for marketers, retailers, and policymakers seeking strategies to improve certification transparency, reduce affordability barriers, and strengthen consumer confidence in a competitive, evolving market. Overall, this research aims to provide new perspectives on how trust, awareness, and economic accessibility jointly drive perception and adoption of organic food in Bangalore. It emphasizes the need for aligning consumer education with certification credibility to foster long-term loyalty and sustainable growth in the organic food sector.
