A STUDY ON THE RELATIONSHIP BETWEEN CONSUMER PERCEPTION AND WILLINGNESS TO PAY FOR ORGANIC PRODUCTS
DOI: https://doi.org/10.65725/JCMCE/2/1/001
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 1 Issue 1, Jan-Mar 2026

Abstract:
The growing awareness of health and environmental sustainability has significantly increased the demand for organic products. This study examines the relationship between consumer perception and their willingness to pay (WTP) for organic products. It explores how factors such as health consciousness, environmental concern, quality perception, and trust in labeling influence consumers’ readiness to pay a premium price. The findings suggest that positive consumer perception plays a crucial role in enhancing willingness to pay, making it a key driver of the organic market’s growth.

Authors: Mrs. P. Mathivakani, Dr. M. V. Sathiyabama

Keywords: Consumer Perception, Willingness to Pay (WTP), Organic Products, Consumer Behavior, Health Consciousness.