Effect of Organic Product Label on the Consumer Perception

Abstract

In the organic market which is saturated in nature, the organic food consumption is seen to be growing to a considerable level. With such a prevalence, the market share for organic products has been seen to be increasing. The main element for the successful growth of the organic sector is the optimistic image which most of the consumers attribute to the organic products. Such an optimistic image is created through the labels possessed in the organic products. In this regard, the current study explores the influence of organic product label over the consumer perception regarding the organic products. The respondents of the study are the consumers of organic products in Chennai. They have been selected through simple random sampling as the respondents of the study. The size of the sample is 100 and the instrument for data collection is questionnaire. Regression has been adopted for data collection. Findings of the study reveal that product label strongly influence on consumer perception towards organic products.