DETERMINANTS OF CONSUMER PREFERENCE AND SATISFACTION TOWARDS ORGANIC FOOD PRODUCTS: INVESTIGATING THE MEDIATING EFFECT OF HEALTH CONSCIOUSNESS

Abstract

This study investigates the factors influencing consumer behavior within the rapidly expanding organic food market in Chennai. Specifically, it examines the determinants of consumer preference and satisfaction, while analyzing the mediating role of health consciousness in the decision-making process. As urban lifestyle diseases rise, consumers are increasingly pivoting toward chemical-free alternatives. Data was collected via a structured survey of 682 organic food consumers across diverse demographics in Chennai. The findings reveal that while product quality, perceived nutritional value, and environmental concern significantly drive preferences, health consciousness acts as a powerful mediator that strengthens the relationship between these determinants and overall consumer satisfaction. Despite high interest, price sensitivity and trust in organic certification remain primary hurdles. The study concludes that for organic brands to thrive, they must move beyond general "green" marketing and focus on transparent, health-centric value propositions. These insights offer a roadmap for marketers and policymakers to enhance organic adoption in metropolitan India.