Determinants of Organic Food Products Buying Behaviour in Rayalaseema Region of Andhra Pradesh, India

Background: Organic foods are considered healthier and more nutritious than conventional foods, and their importance has been increasing continuously in recent years. However, consumer behaviour towards organic products, particularly in the Rayalaseema region of Andhra Pradesh, has not been extensively explored. Aims: This study examined the determinants of consumer buying behaviour towards organic food products in the Rayalaseema region of Andhra Pradesh, India. Study Design: A descriptive research design was followed to analyse the determinants of consumers' buying behaviour towards organic food products in the Rayalaseema region of Andhra Pradesh. Place and Duration of Study: The study was conducted in five districts of the Rayalaseema region, namely Kadapa, Chittoor, Tirupati, Nandyal, and Kurnool. Fifty respondents were selected from each district, constituting a total sample of 250 respondents. Data were collected from March to May 2025. Methodology: Primary data were collected from 250 respondents to examine their socio-economic profile and the key factors influencing consumer decisions regarding organic foods in the region. The study used a non-probability convenience sampling method, and data were collected directly from consumers through a structured questionnaire. Multiple linear regression was used to identify the major factors influencing consumer buying behaviour. Results: The findings reveal that socio-demographic characteristics, along with determinants such as perceived behavioural control, subjective norms, price sensitivity, and health consciousness, significantly influence buying behaviour. Conclusion: The study provides valuable insights for marketers, policymakers, and producers to enhance affordability, accessibility, and awareness, thereby promoting the sustainable consumption of organic food products in the Rayalaseema region.