A Study of Perception and Attitude of the Millennials towards Organic Food with Special Reference to Pune City

Abstract

In recent years the lifestyle of the residents has changed drastically. The main reasons are population growth and the increased expectations of life leading to increased demand for food in India. This enlarged demand has resulted in the overuse of non-convertible natural resources. These non-renewable resources have reduced the ecological balance and have impacted adversely on the health of the end consumer. Therefore, it seems in advance to shift the selection to natural food products with quality food and improved health. The organic farming is fastest growing sector in India. Maharashtra being a state of farmers is no exception for that. In fact, this organic farming is more appreciated and practiced by young farmers striving to provide quality food to their upcoming generations. This research aims at assessing the level of awareness about the organic food products, its availability, and importance and health benefits amongst the residents with special reference to students in Pune. The study also focuses on the factors influencing the food habits of this generation.

Keywords: Organic Food, Consumer Awareness, Natural Resources, Conservation

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