V3I1P76

Perceptions of Organic Food Labels Among Working Professionals: Insights from an Urban Indian Context

Ramanuj Naman^1*, Dr. Sekappa N Makkalageri²

Abstract

In an era marked by heightened awareness of health and environmental sustainability, organic food labels have emerged as key influencers in consumer decision-making. This study examines how working professionals in urban India perceive organic labels on food products, focusing on dimensions such as health benefits, product quality, and sustainability. Employing a descriptive research design, primary data were gathered through an online survey from 66 professionals in Bangalore, utilizing a 5-point Likert scale to assess perceptions. Descriptive statistics and correlation analysis revealed that sustainability perceptions strongly correlate with purchase intentions (r = 0.59), surpassing health (r = 0.51) and quality (r = 0.51) factors. Findings indicate that while professionals value organic labels for environmental and health attributes, skepticism persists regarding sensory qualities like taste. The research underscores the need for targeted marketing strategies that emphasize ethical aspects and convenience in retail channels. Implications for food marketers include enhancing label transparency and accessibility via digital platforms to foster loyalty among time-constrained consumers. Limitations include the reliance on self-reported data and a localized sample, suggesting avenues for broader comparative studies.

Keywords:

Organic labels, consumer perception, working professionals, sustainability, health perceptions, purchase intent