Understanding Organic Food Purchase Decisions: The Role of Price Sensitivity and Perceived Value among Chennai Consumers

Abstract

This study investigates the dual impact of price sensitivity and perceived value on consumer purchase decisions for organic food in Chennai. Despite increasing awareness of health and environmental concerns, organic food consumption remains limited. The research applies behavioral and economic frameworks to understand this gap. A structured questionnaire was used to collect data from 200 urban consumers. Findings reveal that perceived value—centered on health, safety, and environmental benefits—positively influences purchase behavior, while high price sensitivity acts as a deterrent. The study recommends value-based marketing and affordability-enhancing strategies. Insights contribute to consumer behavior theory and sustainable marketing practices in emerging economies.