GREEN ON THE RISE: URBAN APPETITES FOR ORGANIC VEGETABLES IN INDIA
DOI:
https://doi.org/10.71126/mx3gtx18Abstract
There has been a considerable movement towards consumption habits that are more ecologically sustainable and health concerned, and this is reflected in the increased demand for organic veggies in urban India. The purpose of this article is to investigate the complex dynamics of organic vegetable markets in metropolitan regions of India, with a particular emphasis on critical topics such as health awareness, economic issues, environmental concerns, urban lifestyles, and supply chain logistics. Consumers in urban areas are progressively placing a higher priority on organic veggies as a result of increased health consciousness. They associate organic vegetables with improved nutritional content and lower exposure to dangerous chemicals. Purchasing behaviour is heavily influenced by economic aspects such as income levels, pricing tactics, and affordability. This highlights the necessity of developing targeted methods to make organic products more accessible to a larger audience. Considerations pertaining to the environment play a significant part in the formation of consumer preferences, with a significant number of urban purchasers relating their decisions to sustainability objectives and ecological repercussions. Consumption patterns are further influenced by urban lives, which are characterised by convenience and a fast-paced way of life. Digital retail platforms are becoming increasingly prominent as a preferred buying channel. The inefficiencies that exist within the supply chain continue to be a significant obstacle, since they have an impact on the cost, quality, and availability of organic products in urban markets.
The findings highlight the importance of collaboration among stakeholders in order to solve these difficulties, encourage environmental education among consumers, and promote environmentally responsible agriculture methods. The following are some suggestions for future research: investigating digital marketing tactics, analysing patterns in consumer behaviour that are particular to an area, and doing comparative studies on the effects of organic farming against conventional farming. It is the intention of this study to encourage the expansion of sustainable organic vegetable markets in urban India by providing essential information for policymakers, urban planners, marketers, and consumers.
Keywords: Organic vegetables, urban India, health awareness, environmental concerns, market dynamics, supply chain logistics.
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