( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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BEHAVIOURAL ANALYSIS OF MILLENNIAL CONSUMERS TOWARDS SELECTION OF ORGANIC FOOD PRODUCTS IN COCHIN

    1 Author(s):  MR.B.H.SINGU

Vol -  11, Issue- 5 ,         Page(s) : 11 - 19  (2020 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

In current years, consumers worries about environmental and health concerns related to food products has increased a lot which has paved the way to the growth in demand for organic food. Millennials are individuals who reached adulthood around the turn of 21st century. Millennials are born between 1980-2000. The reason for the focus on Millennials now is because they are really approaching the pointed top of important consumer categories. Millennials makeup of major consumer purchases, which is estimated to be over a vast direct buying behaviour and a huge influence on older generations. Millennials are known as Y’generation or Net generation who directly follows generation X’. The demand of organic food is increasing inspite of its premium pricing and lack of availability. The pesticide residue problem has opened a market opportunity for organic food as it is produced without any form of synthetic harms.

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