Consumer Behavior and Purchase Intention Towards Organic Fruits and Vegetables in Andhra Pradesh

Abstract

The present study investigates consumer behavior and purchase intention toward organic fruits and vegetables in the Rayalaseema region of Andhra Pradesh. Focusing on Kadapa, Anantapuram, Chittoor, and Kurnool districts, the study employs a quantitative research design, using a structured questionnaire on a five-point Likert scale. A total of 200 questionnaires were distributed, with 140 responses analyzed. The findings reveal that consumers are increasingly aware of organic food benefits, with practices such as planning meals and checking certifications being the most prominent. Ethical motivations, particularly supporting sustainable farming, emerge as the strongest driver of consumer behavior, while health and chemical avoidance contribute moderately. However, high prices, limited availability, and occasional doubts about authenticity constrain the frequency of purchases. Structural Equation Modeling (SEM) results indicate that attitude, social influence, perceived behavioral control, trust and knowledge, price–value perception, and availability significantly influence purchase intention. The study underscores the importance of both psychological and practical factors in shaping consumer decisions. Based on the findings, it is suggested that policymakers and marketers enhance product availability, ensure affordability, promote credible certifications, and conduct awareness campaigns to strengthen consumer confidence and increase the adoption of organic produce.