Abstract

Organic food products are becoming popular among consumers due to their benefits for health. An increased customer inclination towards switching to organic food items can be observed due to the awareness generated by television commercials and social media. The current research utilised primary data and descriptive analysis to examine customers’ awareness, perceived benefits, and satisfaction levels about organic food products. Customers show a preference for organic food products due to the absence of pesticides and chemicals, as well as their higher nutritional value. While people are well-informed about the advantages of organic food products, only a small number have a deep understanding of organic farming processes. Most buyers believe that organic food products are expensive. Many customers plan to persist in using organic food items and endorse their usage, indicating a promising market for these products in the future.