Consumer Perception and Adoption of Green Products in the Processed Food Sector of Haryana

Abstract

Consumer demand for green and organic food products has been increased by rising consumer awareness and concern about issues such as health‚ food safety‚ protection of the environment‚ and ethical aspects‚ but demand for green processed food has not developed uniformly due to high cost‚ limited availability‚ confusion regarding the labelling of green food products‚ and doubts regarding the authenticity of such products․ This study examined the effect of various consumer characteristics on green processed food products' cognition and consumption behaviour in Haryana‚ involving 300 consumer respondents with respect to awareness‚ health concern‚ environmental concern‚ certification trust‚ price sensitivity‚ and purchasing intention․ Descriptive statistics‚ rank‚ correlation and regression analysis‚ and t-test and ANOVA were used․ Health concern‚ environmental concern‚ awareness of green labels and trust in certification positively affect purchase intention and adoption․ However‚ price sensitivity is a negative aspect for lowincome and occasional buyers․ The study concludes that consumers in Haryana are positive about purchasing green processed food products․ However price‚ trustful certification‚ availability and proper usage information determine their actual purchases․ The study provides the food processors‚ retailers‚ marketers and policymakers with inputs to move forward with the aspects of green processed food in India․