Awareness and Decision-Making Factors Influencing Teenagers' Organic Food Choices in Mumba

Abstract

This research investigates the level of awareness and key factors influencing teenagers' decisions to choose organic food products in Mumbai. With growing concerns about health, environmental sustainability and the harmful effects of chemical inputs, organic food consumption is gaining traction across both developed and developing nations. Teenagers represent a unique consumer segment whose attitudes and behaviors can shape future consumption patterns. The study employed a cross-sectional design and purposive sampling of 125 participants aged 13–19 years. Data were collected through surveys and interviews, supported by secondary sources. Descriptive statistics, t-tests, regression and factor analyses were used to interpret the findings. Results indicate varied awareness levels, with some teenagers demonstrating considerable knowledge while others displayed limited understanding. Although health, taste and environmental benefits were perceived as important factors, regression analysis found no statistically significant relationship between these factors and actual purchasing decisions. Primary sources of information included family, peers and media. The study concludes that awareness campaigns and targeted educational initiatives may enhance knowledge and positively influence teenage consumer behavior towards organic food products.