The Influence of Price Perception and Consumer Attitude on Organic Food Purchase Intentions: A Study in Madurai District

Abstract

As health consciousness and environmental awareness rise, consumers are increasingly gravitating toward organic food options. However, in district-level markets like Madurai, price sensitivity and individual attitudes remain critical determinants of actual buying behaviour. This research investigates how price perception and consumer attitude impact the intention to purchase organic products. Using a descriptive research design, primary data was gathered from 100 respondents in Madurai District via a structured survey. The analysis employed weighted average ranking and Chi-square tests. Results suggest that while consumers hold favourable attitudes driven by health and safety benefits, high prices act as a significant barrier. The study recommends that enhancing price perception through better value communication, promotional strategies, and awareness programs can significantly boost purchase intentions