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International Journal of Science, Strategic Management and Technology

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ISSN: 3108-1762 (Online)
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THE ROLE OF HEALTH CONSCIOUSNESS AND ENVIRONMENTAL AWARENESS IN MILLENNIALS’ ORGANIC PRODUCT CHOICES.

AUTHORS:
Akshara Katrapwar
Mentor
Dr. Rajesh Raut
Affiliation
Department of Business Administration

Ness Wadia College of Commerce, Pune
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
The term organic is derived from the Greek word Bios which means way of living life. Naturally grown food products which are pesticides, herbicides, fertilizers, artificially produced chemicals, fungicides, growth regulator hormones, generic modification free. Naturally grown fruits, vegetables, fish, chicken, meat, cereals, pulses are not processed. The are not refined like refined oil used while cooking into hotel industries. Preservation of biodiversity, reusing the resource helps to advance one step towards environmental conservation. Human breaks the natural cycle by producing chemically treated crops, vegetables, fruits, eggs, chicken and fish which leads degradation of the environment. Human is knowingly or unknowingly doing this with the nature and putting the upcoming generation into the danger. If the situation keeps ongoing it will Detroit the environment and spreading knowledge to the citizens will be the priority. Targeting the millennials and who are the middle generation of the total population in assessing how health conscious they are by giving preference to consume environmental friendly products. Sir Albert Howard is known as the "father of organic agriculture" for his work in the early 1900s. He is agricultural farmer studies Indian organic techniques. Ancient Indian Vedic, the Rig Veda, Mahabharata, and Kautilya's Arthashastra says using cow dung for fertilization, employing green manure and other animal byproducts, practicing crop rotation and intercropping to enhance soil fertility. Research in plant breeding led to the commercialization of hybrid seed, which is going to be replaced by organic breeding of seeds and fertilizers.  The researcher talks about how human health is impacted by consumption of organic food products. The research discusses a brief explanation of the research’s limitations, results, and recommendations, and how health consciousness and environmental awareness functions in the context of a buying online food products. The use of organic food products has the potential to improve health of the citizen and how a person behaves while purchasing organic food products. While study market and consumption of a particular category of the product  through digital channels or offline survey method, consumer behaviour is crucial. The study’s objective was to ascertain how specific organic food products might affect customer choices, particularly those who buy organic products with special aim to secure better health. Another objective of the study to identify the consumer’s healthy practices positively affects the environment. The study is conducted in the district of Pune. In the sample, respondents of both genders participate. ed
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Katrapwar, A. (2026). The Role of Health Consciousness and Environmental Awareness in Millennials’ Organic Product Choices.. International Journal of Science, Strategic Management and Technology, 02(8), 1-9. https://doi.org/10.55041/ijsmt.v2i7.111

Katrapwar, Akshara. "The Role of Health Consciousness and Environmental Awareness in Millennials’ Organic Product Choices.." International Journal of Science, Strategic Management and Technology, vol. 02, no. 8, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijsmt.v2i7.111.

Katrapwar, Akshara. "The Role of Health Consciousness and Environmental Awareness in Millennials’ Organic Product Choices.." International Journal of Science, Strategic Management and Technology 02, no. 8 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijsmt.v2i7.111.

References

  1. Musick, Mark. "WA Tilth Association History". Washington Tilth. Retrieved 18 February2015.

  2. 65 FR 80548 (December 21, 2000)

  3. "U.S. organic sales post new record of $43.3 billion in 2015". OTA. 2016.

  4. Willer, Helga; Lernoud, Julia (2016). "The World of Organic Agriculture. Statistics and Emerging Trends 2016". Bonn: Research Institute of Organic Agriculture (FiBL), Frick, and IFOAM – Organics International.

  5. Willer, Helga; Trávníček, Jan; Schlatter, Bernhard (February 2024). the World of rganic griculture STATISTICS & EMERGING TRENDS 2024 (PDF). Switzerland: FiBL & IFOAM. p. 287. Retrieved 17 January 2025.

  6. https://apeda.gov.in/national-programme-for-organic-production-npop

  7. Baker, B. P., Benbrook, C. M., Groth, E. & Benbrook, K. L. (2002) Pesticide residues in conventional, IPM-grown and organic foods: Insights from three U.S. data sets, Food Additives and Contaminants, 19, 427-446.

  8. Becker, M. H. (1974). The health belief model and personal health behavior. Health Education Monographs, 2, 324–473.

  9. Chen, M.F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: moderating effects of food-related personality traits. Food Quality and preference, 18(7), 1008-1021.

  10. Chen, Y. & Wang, T “AI and Marketing Analytics in Food Retail” Chen and Wang discussed how AI helps food retailers understand customer behaviour, 2022,

Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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