Environmental Consciousness, Consumer Behavior, and Implications for Sustainable Entrepreneurship in India’s Organic Food Market

Abstract

This study investigates the growing consciousness and trends in organic food consumption and green products, driven by increasing ecological awareness and concern for health. It explores how consumers' environmental knowledge influences their perception of organic food and the relationship between this knowledge, perception, and buying behavior. A total of 398 participants participated in the survey. The binary logistic regression analysis revealed that a higher knowledge score was significantly linked to the perception, suggesting the benefits of organic food for health and the environment, apart from being superior in quality. Perception, in turn, is closely associated with buying behavior. The research provides strategic implications for entrepreneurs and organic enterprises in India. This is beyond consumer insights. Demographic factors such as gender, income, and education were also found to significantly influence consumption patterns. Understanding demographic trends and environmental ethics can guide product positioning, market segmentation, and the growth of inclusive and sustainable business models. These findings contribute to the broader treatise on sustainable entrepreneurship and innovation in Asian green marketplaces.