BUYING BEHAVIOUR OF MILLENNIAL TOWARDS ORGANIC PRODUCTS IN CHENNAI CITY

J. Aruna; C. Sankar

doi:10.29121/shodhkosh.v5.i6.2024.5159

Authors

J. Aruna Research scholar PG & Research Department of commerce, Vivekanandha College of Arts and Sciences for Women Elayampalayam, Affiliated to Periyar university
Dr. C. Sankar Research Supervisor PG & Research Department of commerce, Vivekanandha College of Arts and Sciences for Women Elayampalayam, Affiliated to Periyar university

DOI:

https://doi.org/10.29121/shodhkosh.v5.i6.2024.5159

Keywords:

Millennial Consumers, Organic Products, Buying Behaviour, Sustainability, Health Consciousness

Abstract [English]

This study investigates the buying behaviour of millennials towards organic products, exploring the factors that influence their purchasing decisions. A mixed-methods approach was employed, The results show that millennials prioritize health, environmental concerns, and sustainability when purchasing organic products. Key drivers of purchase intentions include Perceived health benefits, Environmental consciousness, Social influence, Product labelling and certification, Price sensitivity.
The study also reveals significant differences in buying behaviour between millennial sub-groups, including variations based on age, income, and education level. The findings provide valuable insights for marketers and manufacturers of organic products, highlighting the importance of effective labelling, eco-friendly packaging, and digital marketing strategies to appeal to this demographic.

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