Research Article | Open Access
EXPLORING COLLEGE STUDENTS’ AWARENESS AND PERCEPTION OF ORGANIC FOOD PRODUCTS IN TIRUCHIRAPALLI DISTRICT
Dr.T.Unnamalai, Dr.A. Sivagami
The increasing global awareness of health and sustainability has sparked a growing interest in organic food products, making them a significant facet of the contemporary food landscape. In this context, understanding the perceptions and awareness levels of organic food products among college students is essential, given their role as influential consumers and future decision-makers. This study investigates the perception and level of awareness of organic food products among college students in Tiruchirapalli district. The research employs a convenient random sampling technique to gather primary data from a diverse sample of 600 respondents over a three-month period. The findings reveal a promising landscape, with 83% of students indicating awareness of organic products, and 84% agreeing that organic food is healthier and lacks side effects. Additionally, 59% of respondents express an interest in cultivating organic products, and 42% aspire to become entrepreneurs in this domain. Furthermore, the study identifies significant relationships between awareness, perception, and demographic variables such as age and field of study. These insights suggest opportunities for targeted interventions to promote organic products and their associated benefits among college students. The study recommends leveraging the positive perceptions of organic food products by government bodies, non-governmental organizations, and private marketers to expand the organic market, potentially benefitting farmers, consumers, society, and the environment. Additionally, emphasizing the tastiness and health benefits of organic products in marketing campaigns can boost sales and align with the preferences of the younger demographic. Overall, this study contributes valuable insights into the organic food preferences of college students, highlighting their potential role in shaping the future of sustainable and health-conscious food consumption.
Organic food products, Perception, Awareness level, consumer preferences
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