© 2018 JETIR June 2018, Volume 5, Issue 6 www.jetir.org (ISSN2349-5162) JETIRC006054 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 309 CONSUMERS PERCEPTION TOWARDS ORGANIC FOOD: A STUDY Dr. Akankshya Patnaik, Assistant Professor, National Institute of Science & Technology, Berhampur, Odisha, India ABSTRACT-Today ‘Physical & Mental fitness’ with ‘Climatic Aggravation’ are responsible for raising the buzzer in the society. This climatic catastrophe and health issues enhances concern among the government, NGOs, researchers, academicians, scientists, etc. Today’s world rightly understood the real wealth is health. Growing health consciousness gave birth to a beautiful & an evergreen concept called “Organic”. As we know food is the most important medium which affect our health largely. So, organic clothing, organic farming like business practices raise their heads. This Paper is a minor attempt to show the burgeoning green trend and its astonishing effect on consumer lifestyle through organic food. “Organic food or organically produced food isthe product of a farming system which avoids the use of man-made fertilizers, pesticides, growth regulators and livestock feed additives. Irradiation and the use of genetically modified organisms (GMOs) or products produced from or by GMOs are generally prohibited by organiclegislation”. This paper basically highlights the corporate endeavor towards environmental asylum and also emphasis on the inimitable strategy of the agri-business practices which directly affects the health of customer & climate overall. This paper intensifies the perception of general customer towards this organic concept especially for food. Organic strategy proved to be one of the best competitive strategies in this aggressive global platform. It Lavish corporate spoor which become prolific in amplifying common consumer to green consumer and lead them to a standard green& healthy life style. Simply the motto of this paper is to give a hand to this green revolution to counteract the growing climatic& health dilemma. Keynote: Health dilemma, Climatic Intricacy, Organic Food, Consumer Perception INTRODUCTION The term “organic” can be broadly described as food grown without the assistance of man -made chemicals. The term "organic farming" was coined by Lord Northbourne in 1940.The commencement of the organic movement can be traced back to the beginning of the 1800s.The organic movement broadly refers to the organizations and individuals involved worldwide in the promotion of organic farming and other organic products. No doubt organic farming is an old concept but it gains its acceptance recently.Organic production and marketing have grown at a fast pace.Today, organic foods stores have captured a significant share of the grocery shopping market. Over the last few decade the organic food market has grown unremittingly but, the total share of organic food is still less compared with the total food market. Even in countries with matured organic sectors such as Switzerland, Austria and Denmark, organic foodconsumption is barely more than 5 per cent of total food consumption (Willer&Kilcher, 2011). In order to promote organically produced products, a cohesive marketing strategy is needed, which depends on a better and fuller understanding of food consumers and their purchase behavior. To achieve sustainable development, efforts should go beyond cleaner production to sustainable consumption (Narayanaswamy& Stone, 2007). Sustainable consumption only includes buyer behavior for greener products that bring less pollution during production (OECD, 2002). MAIN ORGANIC AGRICULTURAL PRODUCTS OF INDIA  Bajra-mustard-wheat  Dungarpur Pulses-cereals  Chilly  Bajra  Cereals-cereals  Mustard  Cereals-pulses  Til  Kholar  Wheat  Maize  Nagour Guar-cumin  Ginger  Guar-wheat  Soybean  Moong  Large cardamom  Mustard  Passion fruit  Ganganagar Cotton  BhilwaraUrd  JaisalmerBajra  BharatpurBajra  Jhunjhunu Pulses  Alwar  Wheat and bajra  Banswara Maize  Cotton-grass  Jaipur Guar