University Students’ Buying Behavior Towards Organic Food Products: At Gujarat University

Abstract

The growing global concern for health, environmental sustainability, and food safety has significantly increased consumer interest in organic food products. A study investigates the factors influencing consumer buying behaviour toward organic food products among university students at Gujarat University—a key demographic representing young, educated, and socially aware consumers with emerging lifestyle preferences. This study explores consumer buying behaviour toward organic food products among Gujarat University students. Findings reveal that although students hold positive attitudes driven by health and environmental awareness, high prices, limited availability, and inadequate labelling hinder regular purchases. Most prefer fruits, vegetables, and grains, buying mainly from online platforms and supermarkets. While students are willing to pay 20–40% more for organic products, affordability remains a key concern. The study recommends awareness programs, subsidies, and improved access to promote sustainable organic consumption among youth.