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Indian Journal of Social Research Vol.56 (2) (Mar - Apr, 2015) (271-276)

CONSUMERS’ PERCEPTION AND CONSTRAINTS IN ORGANIC JAGGERY CONSUMPTION IN KARNATAKA

P S Dhananjaya Swamy
Ph.D.Scholar, Department of Agricultural Economics
UAS, GKVK, Bangalore-560065

Honnaiah
Associate Professor, Department of Agricultural Economics
UAS, GKVK, Bangalore-560065

Nagaraj
Ph.D.Scholar, Deptatment of Agricultural Extension
UAS, GKVK, Bangalore-560065

Narendra N Nadoni
Psotgraduate, Department of Agricultural Economics
UAS, GKVK, Bangalore-560065

Abstract

Organic market is one of the fastest growing agricultural markets due to consumers’ increased concern about their own health, the environment, and the reported crises and emergencies worldwide on food safety and environmental issues in recent decades. The adoption of organic production and processing is highly determined by market demand which is reflected in consumers’ perceptions and attitudes towards organic food products. Therefore, the study was undertaken in Mandya district of Karnataka during the year 2011-2012 to assess consumers’ perception and constraints in organic jaggery consumption. The study was based on the primary data which was elicited from 64 organic jaggery consumers through survey method. The result revealed that the majority of the organic jaggery consumers (82.81 %) were educated with the average income Rs.1.53 lakh per year. Almost all the consumers (92 %) indicated that the quality of the organic products should be superior in terms of freshness and cleanness. About 89.10 per cent of the respondents perceived that, organic jaggery was healthier and 67.19 per cent as safer. It was observed that significant proportion of consumers expressed the problem of market network (82.81 %) followed by quality restriction (70.31 %), high price (42.19 %) and lack of regular supply (35.94 %).

Key words: Perception, Constraints, Organic jaggery

Introduction

Organic cropping system relies on ecologically based practices, such as biological pest management and composting, and the exclusion of synthetic chemicals. Organic agriculture has urged a controversial debate in the last decades, most importantly because it shed light on the darker sides of chemical-intensive conventional farming by offering an alternative. By now, there is a strong body of evidence showing that organic farming is more environmentally friendly; potential benefits from organic production. Currently, India ranks 33rd in terms of total land under organic cultivation and 88th position for agriculture land under organic crops to total farming area in the World. In Karnataka the area under organic farming was 4,050 ha (National Horticulture Mission Report, 2006-07).

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