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Abstract
In the recent past consumers are more perceived of organic food because majority of them consider organic products are made up of natural substances. Consumers prefer organic foods due to factors such as safety, health, taste, nutrition value and freshness. The growing population, urbanization and high wages necessitated the state to depend on the neighboring states for fruits and vegetables in large quantities. In Kerala the organic vegetable market is in its inceptive stage, it has tremendous scope for growth and development. The findings about this study reveals that consumer prefer to buy organic food products, there are various factors which influence the preference for organic food products such as age, gender, education etc. The educated respondents are more aware about the organic food products. Consumers prefer to buy organic vegetables due to its safety, freshness and nutrition value. The study aims to find out the major factors which influence consumers to purchase organic vegetables.