UNDERSTANDING GEN Z’S ATTITUDES, AWARENESS AND PRICE SENSITIVITY TOWARDS ORGANIC FOOD: EVIDENCE FROM MUMBAI AND NAVI MUMBAI

DOI: https://doie.org/10.65985/APER.2026129292

Authors:

Dr. Rajesh Kumar Nair, Prof. Geethalakshmi Kochi, Dr. Shakti Ananda Chavan, Prof. Meet Yogesh Kumar Shah

Keywords:

Organic food, Price premium, Willingness to Pay, Consumption habits

Abstract:

The organic food industry in India is expected to reach INR 287 billion by 2027. A remarkable 16% CAGR is observed due to increasing awareness about health and well-being. Considering the demographical dividend of the consumers currently, this growth is dependent on Gen Z. In this backdrop our study attempts to understand the attitude and awareness of the Gen Z population from the Mumbai and Navi Mumbai regions. Consisting of a sample of 150, the study analyzes determinants of consumers' willingness to pay a price premium and the aspect of price rigidity towards organic food. The study also assesses how customer preferences are influenced by elements including perceived product quality, environmental consciousness, health consciousness, and trust in certification. The results are intended to shed light on youthful customers' purchasing habits as well as the potential and difficulties facing the organic food industry in metropolitan areas. By identifying important variables that affect Gen Z consumers' price sensitivity and purchase decisions in the context of organic food, the study adds to the expanding body of research on sustainable consumption.

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