Hint :

Paragraph - 7 to 9 lines
(Author Name,year) says/ stated/ that . 3 to 5 points The author
concluded in his/her study that

Pratichee Kapoor and Shruti Garyali in year of 2011: Authors said that,
the Indian consumer is becoming more and more conscious about their
health; the Indian market in offering increasing potential for health friendly
food segments such as that of organic food.
In his point of view, organic food serves as a promising alternative for the
population concerned about the consequences of high amounts of
chemical infusions in food items both in terms of self - consumption as
well as the ill impact on the environment. The affinity of an individual
towards consumption of organic food items is highly dependent on the
awareness levels, spending capacity and accessibility available to the
individual.(ref no-1)1

Sushil Kumar and Jabir Ali in year of 2011: Authors said that, the
market for organically-produced food has expanded considerably in recent
years. India has experienced phenomenal growth in production of organic
foods in the recent decade and primarily focusing on the export markets.
Organic agricultural export market is one of the major drivers of organic
agriculture in India. The country is best known as an exporter of organic
tea, organic fruits, organic spices and organic rice. Over the past several
years, the organic food industry in India has been experiencing an annual
growth between 20-22 percent. The nation has the potential to be largest
organic food producer.
In his point of view, in India, the area under organic agriculture has reached
about 1.03 million hectares in the year 2007, of which 0.456 million
hectares are fully converted and the rest is under conversion. In India,
there are over 15,000 certified organic farms and the number is growing
fast over the year. Apart from this, there are many small farmers growing
organic food by using the organic practices. Over 70% of the 120,000 tons
of organic products grown in the country are exported to the many
countries worldwide each year. However, Indian domestic markets for
1
James Jackson, Williams. (2013). CONSUMERS BEHAVIOUR TOWARDS FOOD SAFETY. ECOLE POLYTECHNIQUE . hal-00912476 (1),
25.
organic products particularly metro cities such as Delhi, Mumbai and
Bangalore are witnessing significantly growth in the recent years.(ref no-2)

Dr. Heena Upadhyay, Rajni Pathania in the year of 2013: Authors

said that, the word 'food' refers to the chemical substances taken into the
body in order to keep the body in a healthy and active condition. The body
requires food for growth, repair and replacement of its worn-out tissues.
Hence, food has to provide the required raw material, energy and other
regulating substances, like vitamins and minerals, for the smooth
functioning of the body, besides meeting the calorific requirements like
carbohydrates, proteins, fats, etc., India is the worlds second largest
producer of food next to China and has the potential of being biggest
industry with food and agricultural sector contributing 26 per cent to Indian
GDP. It has the capacity of producing over 600 million tons of food
products every year; it is likely to be doubled in next ten years. Food
accounts for the largest share of consumer spending. Food and food
products account for about 53 per cent of the value of final private
consumption.
Nandagopal and Chinnaiyan in the year of 2003: Authors said that,
conducted a study on brand preference of soft drinks in rural Tamil Nadu,
using Garrets ranking technique, to rank factors influencing the soft drinks
preferred by rural consumer. They found that, the product quality was
ranked as first, followed by retail price. Good quality and availability were
the main factors, which influenced the rural consumers of a particular brand
of a product. Opined that, buying behaviour is very much influenced by
experience of their own and of neighbour consumers and his family. Above
all, the quality of the product and its easy availability were the primary and
the vital determinants of his buying behaviour. Consumers were influenced
by touch and feel aspect of any promotional activity..(ref no-3)

IRIS VERMEIR and WIM VERBEKE in the year of 2005: Authors said
that, Sustainable consumption is based on a decision-making process that
takes the consumers social responsibility into account in addition to
individual needs and wants. Everyday consumption practices are still
heavily driven by convenience, habit, value for money, personal health
concerns, hedonism, and individual responses to social and institutional
norm, and, most importantly, they are likely to be resistant to change. Yet,
the diversity and complexity of the motivations involved means that in
reality there is a considerable scope for change.
In his point of view, an important driver for change, particularly with respect
to sustainability concerns, is the tendency towards reflexivity within a post-
modern society, whereby society and its individuals actively reflect upon
existing cultural norms. The reflexive consumer makes his own
individualized risk assessment, but is not necessarily a social activist.
Argues that food is a particularly important focus for reflexive consumers,
since food consumption is a negotiation about what a person will, and will
not, let into his or her body. Furthermore, in the past 10 years, the ethical
consumer emerged who perceives a more direct link between what is
consumed and the social issue itself. This kind of consumerism mainly
incorporates environmental issues but also extends to animal welfare,
human rights, and labor working conditions in the third world.
.(ref no 4)

Annunziata Azzurra and Pascale Paola in the year of 2008:

Authors said that, recent trends in final food demand show that the concept
of food has undergone a radical transformation in recent years to the point
to assign to food, in addition to their nutritional and sensory properties, also
an important role in the maintenance of health, on psycho-physical well-
being and prevention of certain diseases. Today foods are not intended to
only satisfy hunger and to provide necessary nutrients for humans but also
to prevent nutrition-related diseases and improve physical and mental well-
being of the consumers (ref no 5)

Kriti Bardhan Gupta in the year of 2009: Authors said that, there
has been in increasing growth in food processing sector and India has set a
target of 20 per cent growth by 2015. It comprises agriculture, horticulture,
animal husbandries, and plantation. The opportunity for growth is huge
when we compare the fact that merely per cent of food is processed in
India, whereas, about 80 per cent of food is processed in the developed
world. Changing lifestyles, increased spending powers, disposable incomes
and changing consumer tastes are expected to change the face of the food
retail market in India. In dairy sector, according to an estimate, the current
size of the Indian dairy sector is US$ 62.67 billion and it has been growing
at a rate of around 5 per cent each year.(ref no 6)
Maria Aguiar Fontes and Eric Giraud-H_eraud in the year of 2013:
Authors said that, consumers have been faced with different food safety
problems that have major consequences on their behaviour, attitudes and
preferences towards particular food products (this was particularly evident
in consumers` reactions to BSE). Moreover, food outbreaks imply
consequences at different levels of the food system from the production
level, going through processing, to retail marketing and international trade,
with particular relevance on consumer behaviour.

In his point of view indeed with the world trade globalization, mass access
to information and global information networks operating, consumer
behaviour can never be underestimated or not taken into account. In
developed economies consumers` food demand is increasingly towards
higher quality, including taste, nutritional, and safety characteristics, and
value added products. Food safety can be treated as a dimension of quality

Hooker and Caswell in the year of 1996: Authors said that, where safety
attributes include foodborne pathogens, heavy metals, pesticide residues,
food additives and veterinary residues. According to the expression of
Grunert, one of the things consumers find desirable in a food product is
food safety, a sleeping giant that becomes highly relevant in situations of
food outbreaks.(ref no 7)

Zander and Hamm in the year of 2010: Authors said that, in the past
decades, consumers have displayed an increased demand for socially and
environmentally friendly products. Every day, more products designed to
contribute to the preservation of our environment is introduced in the
marketplace. In order for them to be successful in aiding the environment, it
is essential that consumers choose them over non-environmental products.
It is important that the producers of these goods understand the factors that
play a role when a consumer is considering an organic food product. There
are eco-friendly products in almost every market, some more popular and
influential than others. When it comes to the focus of this thesis, it will fall in
the category of organic food. Nutrients fulfilling the criteria of being socially
and environmental friendly will be labeled as organic food.
(ref no 8)
SZABOLCS NAGY, Ph.D in the year of 2008: : Authors said that, In
literature, there are several studies comparing organically and
conventionally produced food products. Different research methodologies
such as market oriented supply studies, surveys, consumers sensory
panels and cultivation tests have been applied to compare the two types of
foodstuffs. However, the results of research are ambiguous in what
respects the eventual advantages of OFP.

In his point of view, it is important to notice that the conclusions of the

reviewed studies are hard to compare, partly because the number of
samples for each crop was not large enough, partly because different
methods were used in different studies. Additionally, so many factors play a
role in determining the value for consumers of organic food products that it
is often difficult to evaluate the importance of each of these factors.
(ref no 9)

in the year of 2003, The growth rate of sales of functional foods on

the global market amounted to 35% between 2002 and 2004; and the
forecast is 27% for the period 2004-2009. The most dynamically growing
regions are Latin America, Eastern Asia and Eastern Europe, where the
market share was as high as $4 billion in 2004. Due to changes in
consumption patterns, the rapidly expanding economies for instance,
Hungary have considerable growing potential. Health consciousness in
these countries is gradually rising and, as a result, the demand for
functional foods is increasing. Longer and more intensive working hours,
stress, urbanisation and economic growth also contribute to the growing
demand for functional foods. Euromonitor International projected 20%
growth in functional food consumption in the new economies for the period
of 2005-2009. In Russia, Poland and Hungary the growth rate will be lower
and their market share in this segment of the food industry will not be
considerable.
(ref no 10)
Viaene and Gellynck in the year of 1997: Authors said that, Demand for
reduced-fat foods is based on appreciation of health and appearance.
Health authorities in Western countries have recommended reduction of fat
intake in order to reduce risk for several chronic diseases including
diseases connected to being overweight. Reduced-fat foods are expected
to encourage reduced fat intake, help body weight control and thus improve
physical health. In consumption studies, the use of reduced-fat products
has been shown to reduce fat and energy intake and also to decrease body
weight. On the other hand, reduced-fat foods are in some cases avoided or
the reduction in fat and energy content is counteracted by eating more
(Aaron et al., 1995). However, abelief in the positive health effects of
reduced-fat products is expected to increase acceptance and selection of
reduced-fat foods.(ref no 11)

Casey in the year of 2011: Authors said that, In the fast socio-economic
development and an increased in standard of living, many people are
demanding more organic food and hence causing the organic food market
to grow dramatically to serve the need of the consumers. , organic food
refers to the how the foods are being produced, processed and packaged
through the method of organic farming. Organic foods are thus has
becoming very popular due to its various benefits largely the health
concern as compared to the non-organic ones. Therefore, the sales of
organic food are increasing dramatically due to the increased in
consumers demand.

In his point of view, that the main factors for the rising in global organic food
market are due to increased in consumers awareness towards the benefit
of organic food, increased in organic farming, and implementation of
government regulations. Over the years, Europe has been famous for its
wide consumption of organic food compared to the rest of the countries
around the world.
(ref no 12)

Pierrot et al. in the year of 2011: Authors said that, Organic has long
been the market leader in sustainability standards, but this position is under
threat particularly in tropical commodities. Despite continuous growth of the
market of organic products in absolute terms, new market entrants show
stronger growth and compete with organic labels. Organic has taken a non-
confrontational approach with competing green standards, perhaps
confident of holding the position of delivering strong environmental
benefits.(ref no 13)

Liisa Kotilainen and Riikka Rajalahti in the year of 2006: Authors said
that, In developing countries, similar demographic and public health trends
are evolving among higher socio-economic groups, and functional foods
have entered these markets. Growing domestic markets and the possibility
of exports to the dominant markets of the United States, Europe and Japan
provide economic opportunities in this sector. Many developing regions
have vast biodiversity that can be tapped for new sources of functional
foods or functional ingredients.
In his point of view, this potential source and the increased economic value
from functional foods can offer new or improved opportunities for all in the
supply chain, starting from primary producers. However, while many
developing countries could potentially benefit from investing in the
production and development of functional foods, relatively little is known
about their current status.
(ref no 14)
Qingbin Wanga and Junjie Sunb in the year of 2003: Authors said that,
The major goal of this study was to examine consumer preference and
valuation of organic food and to provide information that is needed for the
organic food industry to expand its market and improve its profitability.
Specifically, a conjoint analysis is conducted to assess consumer
evaluation of important attributes of apples and milk and the relative
importance of each attribute. Apples and milk were selected in this study
partially because they are the most important farm products in Vermont and
the northeast region and partially because fresh fruits and milk have been
among the top selling organic food products in Vermont and across the
country.(ref no 15)

Azzurra Annunziata and Riccardo Vecchi in the year of 2010: Authors

said that, trends in population demographics and socio-economic changes
also point to the need for foods with added health benefits. An increase in
life expectancy, resulting in an increase in the number of the elderly and
the desire for an improved quality of life, as well as increasing costs of
health care, has stimulated governments, researchers, health professionals
and the food industry to observe how such changes can be managed more
effectively. As a result, today foods are not intended only to provide
necessary nutrients for humans but also to prevent nutrition-related
diseases and improve the physical and mental well-being of consumers(ref
no 16)

Kriti Bardhan Gupta in the year of 2009: Authors said that, India is the
world's 2nd largest producer of food next to China. With India's food
production likely to increase significantly during the next decade, there is
an opportunity for large investments in food and food processing
technologies, skills and equipment, especially in areas of canning, dairy
and food processing, specialty processing, packaging, frozen
food/refrigeration and thermo processing. Fruits and vegetables, fisheries,
milk and milk products, meat and poultry, packaged/convenience foods,
alcoholic beverages and soft drinks and grains are important sub-sectors of
the food processing industry. Health food and health food supplements are
other rapidly rising segments of this industry.(ref no 17)
Parichard Sangkumchalianga and Wen-Chi in the year of 2012, India is
the world's 2nd largest producer of food next to China. With India's food
production likely to increase significantly during the next decade, there is
an opportunity for large investments in food and food processing
technologies, skills and equipment, especially in areas of canning, dairy
and food processing, specialty processing, packaging, frozen
food/refrigeration and thermo processing. Fruits and vegetables, fisheries,
milk and milk products, meat and poultry, packaged/convenience foods,
alcoholic beverages and soft drinks and grains are important sub-sectors of
the food processing industry. Health food and health food supplements are
other rapidly rising segments of this industry.(ref no 18)

Pearson and Henryks in the year of 2010:, Organic food has been
analyzed from many perspectives and in many countries. It contributes to
an emerging paradigm for food production which relies on biology, ecology
and sociology rather than more one-dimensional chemical and physical
management approaches. Building upon over 20 years of research, there is
now a substantial body of information on how to market organic products.
In addition, research has been completed, which contributes to our
understanding of specic aspects of how to market organic products. This
includes consumer behavior for local organic foods as well as consideration
of low input and organic foods.5 through to how the organic quality
assurance system may be used to develop a marketing strategy and
decision-making processes for organic food consumers7(ref no 19)

Van Elzakker et al 2007, The role of organic agriculture in providing food

and income is now gaining wider recognition. The market of organic
products is growing as the number of people willing to eat organic food and
pay premium price is increasing. The future of organic agriculture will, to a
large extent, also depend on consumer demand and their motive for paying
extra price for organically grown food. Thus, a consumer-oriented approach
to understanding the market for organic products is important for pursuing
better management of organic farming. However, this is a complex
process, which is determined by factors such as quality production,
certification, infrastructure and market environment and policies. It is also
important to understand consumer decision-making regarding organically
produced foods and seek strategies about how consumption can be
promoted.
(reg no 20)

Baker et al., 2004, The future of organic agriculture will, to a large extent,
also depend on consumer demand and their motive for paying extra price
for organically grown food. Literature suggests that quality is a very
subjective concept. In fact, most of the previous research findings indicated
positive value perceptions towards organic food products. Consumers
perceive organic as a healthier alternative to conventional foods in that they
contain more nutrients which enhance personal well being, organic
produce is also considered safer and better in taste and more agreeable
than conventional products(ref no 21)

Menon, 2009, The market for organically-produced food has expanded

considerably in recent years. India has experienced phenomenal growth in
production of organic foods in the recent decade and primarily focusing on
the export markets. Organic agricultural export market is one of the major
drivers of organic agriculture in India. The country is best known as an
exporter of organic tea, organic fruits, organic spices and organic rice. Over
the past several years, the organic food industry in India has been
experiencing an annual growth between 20-22 percent. The nation has the
potential to be largest organic food producer. In India, the area under
organic agriculture has reached about 1.03 million hectares in the year
2007, of which 0.456 million hectares are fully converted and the rest is
under conversion. In India, there are over 15,000 certified organic farms
and the number is growing fast over the year. Apart from this, there are
many small farmers growing organic food by using the organic practices.
Over 70% of the 120,000 tons of organic products grown in the country are
exported to the many countries worldwide each year. However, Indian
domestic markets for organic products particularly metro cities such as
Delhi, Mumbai and Bangalore are witnessing significantly growth in the
recent years.
(ref no 22)

Rigby and Caceres 2001, Many consumers assume that all organics are
produced sustainably. This, however, is not always the case because a
holistic definition of sustainability must account for the biophysical,
economic, and social implications of production. Today, the legitimized use
of the term organic has a structured and narrower meaning. According to
the National Organics Program of the United States Department of
Agriculture, the federal agency responsible for organic certification, organic
agriculture is an ecological production management system that promotes
and enhances biodiversity, biological cycles and soil biological activity. It is
based on minimal use of off-farm inputs and on management practices that
restore, maintain and enhance ecological harmony (USDA 2010).
Furthermore, Guthman (2004) discusses the dilution of organic standards
for certain organic products in order to accommodate certain businesses
production. Thus, organic certification does not regulate social factors such
as farm worker labor conditions, which serve as the basis of operation and
production in organic farms (Allen and Kovach 2000)(ref no 23)
in the year of 2009, India has set itself a target of doubling its processed
food production by 2015, and will set up 10 food technology parks during
the next year with a view to achieving this. According to the India Food and
Drink Report by research analysis firm Research and Markets, by 2012,
Indias processed food output is likely to grow by 44.2 per cent to touch Rs.
4,505 billion, while packaged food sales will increase by 67.5 per cent to
reach Rs. 1,085 billion. On a per capita basis, per capita packaged food
spending is expected to grow by 56.5 per cent to Rs. 903 by 2012.(ref no
24)

Maity et al., 2004, Day by day increase in population and reduction in per
capita cultivable land creating a new challenges regarding availability of per
capita agricultural produces. For fulfilling the consumption demand of
agricultural produces, productivity of the agriculture land should be
improved by using organic farming because of organic manures and
fertilizers are responsible for enrichment of soil productivity without any
harmful impact on atmosphere. After the green revolution agricultural
production has been increased by using high amount of chemical fertilizers,
pesticide etc. which cause the loss in soil productivity, product quality and
environment pollution. With increasing the awareness regarding health the
demand of qualitative and healthy agricultural products increased rapidly
that is why different new method of agricultural farming has been emerged
like organic farming, natural farming, biodynamic agriculture, do-nothing
agriculture, eco-farming, etc. organic farming can retain the soil health after
cultivation because this method of farming working on the principle of back
to nature whatever the taken. For enhancing the qualitative productivity,
maintaining the soil health needs organic farming practices which have no
bad effect on environment also . Organic mean of agriculture is a method
used to carry out a healthy relation among soil characteristics, products
quality and environmental aspects. In last two decades peoples are
seriously considering the environmental and health aspect that is why the
demand of organic agricultural produces increasing day by day which
promotes the organic farming rapidly in rural areas.

Yadav et al., 2010.Organic farming is defined by different scientist like

stated that it is the method of farming in which crop residual, cow dung,
tree leaves, food wastages and other organic materials has been used as
fertilizer for maintaining the soil health, crops health without affecting the
natural ecosystem and avoid the application of chemical and synthetic
fertilizers (Lampkin, 1990). Organic farming is preferred method because in
this method soil regain the nutrient whatever the crops have extracted from
the soil and always maintain the relationship among soil nutrients, water,
agricultural product quality and environment (Funtilana,1990).(ref no 25)

in the year of 2013, Currently 0.9 percent of the agricultural land of the
countries covered by the survey is organic. By region, the highest shares of
the total agricultural land are in Oceania and in Europe. In the European
Union, 5.4 percent of the farmland is organic. However, some countries
reach far higher shares: Falkland Islands: 35.9 percent; Liechtenstein: 27.3
percent; Austria 19.7 percent. In ten countries, more than ten percent of the
agricultural land is organic. (ref no 26)

in the year of 2012-13, India accounts for only about 2.4 % of theworlds
geographical area and 4 % of its waterresources, but has to support about
17% of the worlds human population and 15% if he livestock. Agriculture is
an important sector of the Indian economy, accounting for 14% of
the nations GDP, about 11% of its exports, about half
of the population still relies on agriculture as its principal source of income
and it is a source of raw material for a large number of industries.
Accelerating the growth of agriculture production is therefore necessary not
only to achieve an overall GDP target of 8 per cent during the 12th Plan
and meet the rising demand for food, but also to increase incomes of those
dependent on agriculture to ensure inclusiveness(ref no 27)

in the year of 2010, Ensuring food security ought to be an issue of great

importance for a country like India where more than one-third of the
population is estimated to be absolutely poor and one-half of all children
malnourished in one way or another. There have been many emerging
issues in the context of food security in India in the last two decades. These
are:
 (i) economic liberalization in the 1990s and its impact on
agriculture and food security;
(ii) establishment of WTO: particularly the Agreement on
Agriculture (AoA) under it;
(iii) challenges of climate change; crisis of the three Fs, viz., food
prices, fuel prices, and financial crisis;
(iv) the phenomenon of hunger amidst plenty, i.e., accumulation
of stocks in the early years of this decade and in 2008-09
along with high levels of poverty;
(v) introduction of targeting in the Public Distribution System for
the first time in the 1990s;
(vi) Right to Food campaign for improving food security in the
country and the Supreme Court Orders on mid-day meal
schemes;
(vii) proposal for National Food Security Law (Right to Food);
(viii) monitorable targets under the Tenth and Eleventh Five Year
Plans similar to the Millennium Development Goals (MDGs)
on poverty and women and child nutrition. These
developments in the last two decades have provided both
opportunities and challenges for food and nutrition security of
the country.
(ref no 28)

in the year of 2011, Genetically modified organisms are defined as

organisms in which the genetic material has been altered in a way that
does not occur naturally by mating and/or natural recombination. GMOs
have widespread applications as they are used in biological and medical
research, production of pharmaceutical drugs, experimental medicine, and
agriculture. The use of gene technology in food production has become
interesting due to increased needs of food as well as its improved quality.
With the application of gene technology to plants and animals, goals can be
achieved more quickly than by traditional selection. Consequently, ethical
dilemmas are opened concerning the eventual negative effects of
production of genetically modified food. It seems that supplementation of
nutraceuticals and wild foods as well as wild lifestyle may be protective,
whereas western diet and lifestyle may enhance the expression of genes
related to chronic diseases. Our genes or pathways are most likely
regulated by microRNA [1-4]. The prevalence and mortality due to
multifactorial polygenic diseases; hypertension, coronary artery disease,
diabetes and cancer vary depending upon genetic susceptibility and
environmental precursors because they have identifiable Mendelian
subsets. Rapid changes in diet and lifestyle may influence heritability of the
variant phenotypes that are dependent on the nutraceutical or functional
food supplementation for their expression. It is possible to recognize the
interaction of specific nutra- ceuticals, with the genetic code possessed by
all nucleated cells. There is evidence that South Asians have an increased
susceptibility to CAD, diabetes mellitus, central obesity and insulin
resistance at younger age, which may be due to interaction of gene and
nutraceutical environment. The negative consequences can affect the
health, environment, etiology, society and ethics.(ref no 29)

in the year of 2005, genes or pathways are most likely regulated by

microRNA . The prevalence and mortality due to multifactorial polygenic
diseases; hypertension, coronary artery disease, diabetes and cancer vary
depending upon genetic susceptibility and environmental precursors
because they have identifiable Mendelian subsets. Rapid changes in diet
and lifestyle may influence heritability of the variant phenotypes that are
dependent on the nutraceutical or functional food supplementation for their
expression. It is possible to recognize the interaction of specific nutra-
ceuticals, with the genetic code possessed by all nucleated cells. There is
evidence that South Asians have an increased susceptibility to CAD,
diabetes mellitus, central obesity and insulin resistance at younger age,
which may be due to interaction of gene and nutraceutical environment.
The negative consequences can affect the health, environment, etiology,
society and ethic.(ref no 30)

in the year of 2012, India started exporting mainly tea to Europe in the early
90s and also set up the first partnerships with German organic food
companies. Today a large selection of approx. 300 products is available in
some 20 product categories: from tea, spices, fruit, rice, corn and
vegetables to finished products and organic cotton. More than 40% of the
products are exported to Europe, and other trading partners are Canada,
the USA, Australia, New Zealand, Japan, Switzerland, Korea and countries
in the Middle East and Southeast Asia. Export is a mainstay of organic
marketing and is expected to reach a volume of USD 1 billion by 2015.
(ref no 31)

in the year of 2000, Environmentally Identified Products are defined as food

and other products which have been produced in such a way that their
growth, processing, or distribution has a reduced environmentalmpact
compared to conventionally-grown, processed, and distributed products.
EIPs may also include products that, independently of their impact on the
external environment, are believed to have a healthier impact on the
internal environment of the body than conventionally-produced
products.Some examples of EIPs include organically grown and processed
foods, locally-grown and processed foods, foods grown using integrated
pest management, and grass fed beef. In this report we will focus on food
products only, omitting other EIPs such as organic cotton clothing, natural
health and beauty products, herbal remedies, (ref no 32)

Rio de Janeiro in the year 1992, World commission on environment and

development also acknowledged as The Brundtland Commission has
linked environment protection with global development. It has also
recognized sustainable development as the impetus enabling fulfilment of
the requirements of present generation without compromising the ability of
future generations to meet their own needs. In fact, environmental
sustainability is the guiding principle and most important task of the 21st
century as emphasized at the United Nations Conference on Environment
and Development.

Harmsen Consultancy BV, 2012. There are many environmental issues

such as global warming, climate change, environmental degradation due to
pollution, loss of biodiversity that endanger the environmental sustainability.
These issues are intrinsically related to human behaviour. In order to
reduce the degree of deterioration of environmental sustainability, it is
necessary to understand and change the relevant human behavior

Steg & Vlek, 2009 Conformity with the environmental regulations, keeping
a pace with the competitors, overhauling of the organizational image,
keeping the presence in the new markets and value addition to the
products are some of the reasons compelling the firms to think about
environmentally sustainable products (ref no 33)

in the year of 2006, India has a democratic and federal system of

government with 29 states and 6 union territories. Like most other colonies,
India greatly lagged behind economically and socially compared to the
developed world. Periodic estimates of national income available since
mid-nineteenth century indicate that the per capita income virtually
stagnated in India till independence when world income grew several fold
due to industrial and technological revolution. A large mass of the
population was living in abysmal conditions. The national government
formed after independence placed priority on economic growth with social
justice. A mixed economy model with a major role for the state in industrial
production was adopted with an emphasis on import substitution strategy.
While this policy helped to lay the foundation for industrialization and
technological change, national income growth remained low at about 3-4
per cent per annum for several decades. The outward oriented Asian
countries grew much faster during this period by taking advantage of post-
war expansion in international trade and investment flows.(ref no 34)

The FAO convened World Food Summit, 1996, defined food security
as "physical and economic access at all times, to sufficient, safe and
nutritious food to meet their dietary needs and food preferences for an
active and healthy life." The concept has further been refined and enlarged,
as elaborated by the National Commission on Farmers, which implies that
every individual has the physical, economic, social and environmental
access to a balanced diet that includes the necessary macro and micro
nutrients, safe drinking water, sanitation, environmental hygiene, primary
healthcare and education so as to lead a healthy and productive life.
(ref no 35)
in the year of 2004, National Common Minimum Programme of the
Government of India pledges: Allsubsidies will be targeted sharply at the
poor and the truly needy like small and marginal farmers, farmlabour and
urban poor. A detailed road map for accomplishing this will be unveiled in
Parliamentwithin 90 days. A commitment to this effect was also made by
the Finance Minister in his Budget Speech for 2004-05: I have asked the
National Institute of Public Finance and Policy toprepare a blue print to
accomplish these objectives. I expect to place the report before the House
in the next session of Parliament. This report is in pursuance of the above
announcement. Its purpose is to outline some policy issues for generating
an informed debate on the subject before a roadmap is unveiled and
implemented.(ref no 36)

in the year of 2008, Since the mid-1980s, India hastaken majorstepsto

become a market-based economy. Direct tax rates have been significantly
reduced, pervasive government licensing ofindustrial activity has been
eliminated, and restrictions on investment by large companies have been
eased. Furthermore, financial markets have been reformed, entry
barrierslowered, and equity marketstransformed. The number
ofindustriesreserved for very small firms has been significantly reduced,
and foreign suppliers have been encouraged to enter the market through a
progressive lowering oftariffsto an average of 10% in 2007.In addition, the
rules governing foreign direct investment have been markedly eased,
notably in the manufacturing sector (ref no 37)

in the year of 2014, In last years edition of this report, India in 2013,
Accenture highlighted the need for economic growth and inflation
management. However, both areas are still pain points for India. In
September 2013, consumer inflation reached 9.8 percent, while the
economy grew by just 4.8 percent over the previous year. Early in 2014,
amid these unfavorable trends, the nation faces a higher fiscal deficit,
sluggish industrial growth and a larger current account deficit(ref no 38)

in the year of 2010, India is passing through the phase of economic

transition and while the problem of undernutrition continues to be a major
problem, prevalence of overnutrition is emerging as a significant problem,
especially in the urban areas. The prevalence of overweight/obesity was
higher among the women compared to men in rural areas . The prevalence
of Diabetes Mellitus and Coronary Heart Disease is also higher in urban
areas as compared to their rural counterparts. The incidence rate of cancer
is comparatively higher among women compared to men.(ref no 39)

in the year of 2006, Organic cultivation is particularly suitable for a country

like India with a huge population of small farmers who still use traditional
methods of farming with few agricultural inputs. It is estimated that 65% of
the countrys cropped area is organic by default, as the small farmers have
no choice but to farm without chemical fertilizers and pesticides as they
cannot afford. This default status coupled with Indias inherent advantages,
such as, its varied agro-climatic regions, local self-sustaining agri-systems,
sizeable number of progressive farmers and ready availability of
inexpensive manpower translate into the potential to cultivate a vast basket
of products organically.(ref no 40)

It is important that the Indian chain is integrated with a view to move from a
"green" to a "food" revolution. This will only be possible through sustained
development in agriculture and large investments in technology, skills and
capital equipment. There is a need to bring together the numerous loosely
integrated players - seed companies, farmers, cooperatives, educational
institutions, commodity and value-added producers. The need of the hour is
to ensure that a very conducive environment is developed to promote
healthy growth through the government, public and private Food
Processing Five Sector Project sectors. Agriculture and agro industry must
be accorded the same priority as "Infrastructure" at the Centre and in the
States(ref no 41)

In the year of 2003, India, which is one of the largest agricultural-based

economies, remained closed until the early 1990s. By 1991, there was
growing awareness that the inward-looking import substitution and
overvalued exchange rate policy coupled with various domestic policies
pursued during the past four decades, limited entrepreneurial decision
making in many areas and resulted in a high cost domestic industrial
structure that was out of line with world prices. Hence the new economic
policy of 1991 stressed both external sector reforms in the exchange rate,
trade and foreign investment policies, and internal reforms in areas such as
industrial policy, price and distribution controls, and fiscal restructuring in
the financial and public sectors. In addition, Indias membership and
commitment to World Trade Organization in 1995 was a clear sign of
Indias intention to take advantage of globalization and face the challenge
of accelerating its economic growth.(ref no 42)

In the year of 2005, A survey instrument was designed to evaluate the

relationship between organic food consumption and perceived risks and
benefits of agro-biotechnology. The data collected from the survey,
therefore, was based on the perception of survey respondents instead of
actual safety and nutritional attributes of organic or GM foods. The surveys
4were administered by mail in the US using household panels maintained
by the National Panel Diary group, a marketing consulting firm specializing
research on consumer behavior and food marketing. Survey methods that
use an established panel are called permission-based surveys and are
increasingly used in exploring various aspects of consumer behavior for
academic or commercial purposes. Questionnaires were distributed to
5,200 households, selected across the United States by random sampling.
The US sample was stratified by geographic regions, head of household
age, education, and income, consistent with the US census for adults.
There were 3,060 usable observations providing an effective return rate of
59%.(ref no 43)

In the year of 2011, In the context of emerging economies, very little is

known regarding consumers expectations and their response to food label
information. India, one of the dominant emerging economies, is witnessing
unprecedented boom in the organized retail growth. Indian consumers are
in the process of changing their consumption/buying behavior especially
with respect to food items. Consumption of processed and packaged food
items has grown tremendously in the recent past. Demand for healthy and
wellness food is also on rise. With the change in lifestyle and consumption
pattern, food safety 5 standards are becoming important from public policy
perspective2 Compliance to any legal regulations, in this case mandatory
food labeling, has a cost attached to it, which either the food company has
to bear leading to lowering of its cost competitive advantage or it is passed
on to the customer making the food product costlier. The expenditure on
labeling will be of use only if consumers are aware of and are able to
understand, comprehend and make their purchase decisions based
partially on the information given on the label. as well as from food
companies perspective. For commercial interests, food safety and
transparency in dissemination of related information is a factor that
contributes to brand equity when marketing food products to consumers in
India(ref no 44)

In the year of 2013, However, the Indian organic food consumer needs
countries where health food, including organic food, was education. There
are many consumers who arc unaware of demanded by the consumers.
The most important reason the difference between natural and organic
food. Many for buying organic food was the concern for the health of
people purchase products labeled as Natural thinking that children, with
over 66 per cent parents preferring organic they are organic. Further,
consumers are not aware of the food to non-organic food. Though organic
food is priced certification system. Since certification is not compulsory over
25 per cent more than conventional food in India, for domestic retail in
India, many fake organic products many parents are willing to pay this
higher premium due are available in the market(ref no 45)

Market structure in India is dichotomous having rural and urban markets.

There are certain unique characteristic features which call for separating
marketing strategies to be distinctly developed to suit to rural and urban
market behaviours. This is especially because rural consumers differ in
terms of its consumption pattern, purchase decisions, purchase behaviour,
attitudes and perceptions towards products. The dominant economic
peculiarities of rural India may be also recognized in terms of the source of
income, the frequency of receipts of and the seasonal nature of income and
consumption. These differences also affect the consumption pattern of rural
consumers.(ref no 46)

In the year of 2014, The Indian food processing industry is primarily export
orient. Indias relatively inexpensive but skilled workforce can be effectively
utilized to set up large, low cost production bases for domestic and export
markets. The national policy aims to increase the level of food processing
from the present 2% to 10% by 2010 and 25% by 2025.The global
processed food market is estimated at $3.2 trillion. The Indian food market
is estimated at $182 billion. Food processing industry in India is growing at
14% annum. The total food production in India is likely to double in the next
ten years and there is an opportunity for large investments in food and food
processing technologies especially in areas of canning, dairy and food
processing, specialty processing, packaging, frozen food or refrigeration
and thermo Processing. Fruits & vegetables, fisheries, milk & milk products,
meat & poultry, packaged or convenience foods, alcoholic beverages & soft
drinks and grains are important sub-sectors of the food processing
industry(ref no 47)

In the year of 2013, The detergent consumption in India is less in

comparison to the other Asian countries. The per capita detergent
consumption in India is around 2.7 kg per year, whereas places like
Philippines and Malaysia, the per capita consumption is 3.7 kg, and in USA
it is around 10 kgs. The detergent market in India is expected to have a
growth rate of 7 % to 9 % per year in terms of volume. The major players in
the detergent market are the Uni Lever and Nirma. The Uni Lever
dominates the premium and mid priced segment, and the Nirma dominates
the low priced segment(reg no 48)

In the year of 2010, Green Revolution technologies, supported by policies,

and fuelled by agrochemicals, machinery and irrigation, are known to have
enhanced agricultural production and productivity. While these
technologies greatly helped to address the food security of iIndia, farmers
using these technologies have to depend upon the purchased inputs. The
small farmers, who by cash flow definition are short of cash, are therefore
found to lag behind large farmers in the adoption of technologies. (ref no
49)

In the year of 2013, Organic Food Industry has been blossoming in India.
The industry to which overseas demand/exports was oxygen to breathe will
be experiencing a colossal change in the consumption pattern in times to
come. With growing health awareness among the people coupled with
rising disposable incomes and support from Indian government, organic
food will surely secure a permanent place in Indian households. Evolving
perception of organic food from being a luxury only for elite to a necessity
will drive the domestic consumption. Also, overseas demand for Indian
organic food will remain robust and continue to drive the industry to rare
heights. Indian Organic Food industry currently pegged at USD 189 million
in 2011 is stated to grow at a CAGR of ~45%, to reach USD 1733 million
by 2017.(ref no 50)