Abstract:

The Covid 19 pandemic situation made it clear that we need a strong immunity to survive such hazardous situations. Thus, there is a need for the consumers to think of a healthier alternative to conventional farming. This paper studies and explores the organic food products shifting demand pre and post covid 19 in Indian context. This paper reviews previous manuscripts, formal reports, books related to the organic food industry. The reviewed studies in this paper are mostly from India. The paper outlines a conceptual framework for pre and post COVID buying behaviour of organic foods. The data is mostly collected from several Indian Government websites and international organizations such as Agricultural and Processed Food Products Export Development Authority (APEDA), International Federation of Organic Agriculture Movements. Exploratory research was undertaken after analysing various research studies, journals, and governmental websites. The factors are classified into 2 categories based on time (pre and post covid) and area under certified organic process status. The results show that there has been a tremendous rise in the area/ region under the certified organic process post covid. It is found that post COVID, eco labels or organic certifications is the most important aspect for buying organic food as it adds the trust factor followed by awareness, knowledge, environmental impact and health concerns and price. Organic food production is the best proposal for all stakeholders - environment, farmers, and consumers. Concern for health and environmental awareness are identified as most impactful influences on respondents’ intentions to buy organic foods. Thus, Eco labelling along with organic certification and eco-friendly claims improves customer trust that may have a favourable influence towards buyers’ approach for the purchase of organic products. The research paper is distinctive by examining the secondary data available from the authentic government websites. With the help of the findings of this research paper, marketing mix strategies can be adopted by the Marketing consultants and/or organic food producers by considering the factors that impact the customers buying decisions towards organic food in India

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