Consumer Perception and Marketing Strategies of Organic Food Products: A Study of Selected Districts of Karnataka

Rising concerns regarding health, environmental sustainability, and food safety have accelerated demand for organic food products in India, particularly in agriculturally progressive states such as Karnataka. This study examines consumer perception and evaluates the effectiveness of marketing strategies adopted for organic food products in selected districts of Karnataka viz Vijayapura, Bagalkote, Dharwad/Hubli, and Kalaburagi. Using primary data collected through a structured survey and supported by secondary sources, the research employs analytical tools to assess consumer awareness, attitudinal drivers, purchase behavior, price sensitivity, and trust in organic certification. The findings reveal that while health consciousness and ecological awareness positively influence consumer attitudes, market penetration remains constrained by high price premiums, limited retail accessibility, and information asymmetry regarding certification standards. The study further identifies gaps between consumer expectations and existing marketing practices, especially in promotion and distribution. The research underscores the need for integrated marketing strategies, improved certification transparency, and targeted consumer education to enhance trust and stimulate sustained market growth.