Vol. 7, Issue 11, Part E (2025)

Growing awareness of food safety, environmental sustainability and health issues is creating demand for organic food products. This trend is rapidly growing throughout India’s many socioeconomic and culturally diversified regions. The present study examines buying behaviour of consumers regarding organic food products in the Rayalaseema region of Andhra Pradesh. A descriptive research method was adopted and the primary data were collected from 250 respondents from five districts Kadapa, Chittoor, Tirupati, Nandyal and Kurnool using a structured questionnaire. The findings showed that most of the consumers are young, female and well educated with employees and students constituting the main occupational categories. The main reasons influencing the choice of buying organic food are its high nutritional content, ability to reduce health problems and good product quality. The majority of consumers choose to purchase organic food items from organic markets and supermarkets where the most preferred products are fresh fruits and vegetables. Insights from this study can help producers, marketers and policymakers to develop strategies that will expand the market and improve the availability of organic food products in this region.