2024, Vol. 6, Issue 1, Part A

The demand for organic food is continuously growing. The level of knowledge about the advantages of consuming organic food is already substantial, and given the current instances of damage to human health resulting from the intake of unhealthy food items, it is anticipated to further escalate.

As a result, people are becoming more conscious of the benefits of non-conventional food. Consequently, advertising are now required to develop innovative strategies that successfully include these highly desired organic items. This project seeks to provide significant theoretical and practical advancements in the study of customer purchasing intentions for organic food items. The research offers valuable insights into determining the elements that influence the attitude and behavior of customers towards organic food, a trend that is now gaining traction in Bhagalpur City. Several influential elements were discovered that affect individuals' attitudes towards organic food. Their attitudes included perception of organic food, health awareness, product information, value for money, accessibility, and trust. Demographic characteristics seemed to influence individuals' attitudes towards organic food, but they did not account for their actual purchasing behavior. This report aims to provide empirical data on the less-studied topic of attitudes and behaviors towards organic food in the rapidly developing metropolis of Bihar.