The primary goal of this research is to comprehend the factors that have caused Indian consumers' attitudes regarding organic food to change and the characteristics of consumers in shaping those attitudes. The study aims to identify different consumer segments based on consumers' characteristics to help producers and marketers develop suitable marketing strategies to promote organic foods. The study is gleaned from secondary data that was gathered from many research papers that examined various facets of consumer behaviour in relation to organic foods. The analysis revealed Health care to be most important driving motivator affecting the purchase of organic products. Organic food acceptance can be boosted by pleading with consumers' wellbeing and offering health-related information. In this direction, the health care segment can be viewed as a viable market by organic food producers and vendors for the promotion of organic foods. The study examines the most critical motivators driving organic food purchasing decisions to assist marketers in developing appropriate marketing strategies for its promotion.

The consumer of the modern era gives due weightage to the quality and safety aspects in his consumption pattern due to increasing concern about nutritive food and health issues. There are various reasons responsible for the shift in the Indian consumers' attitude towards organic food as organic food satisfies the quality and safety concerns of the rationale consumer. But still there is niche market for this food in India. This paper aims to study as to how wellness centres can contribute in increasing the organic food consumption so as to ensure a safer and sufficient food for better health for all. The Analysis is based on Secondary data derived from different Research Papers focused on Health and safety aspects of organic food.

Since the 1990s, as education has grown and people's perspectives on life have changed, there has been an increase in interest in organic food. Modern consumers' attitudes about nutrition have changed as a result of the increased prevalence of lifestyle disorders like stress and depression, preferring organic over conventionally cultivated food. As disposable income has increased, consumers have become more health concerned and are buying organic food in an effort to improve their quality of life. Organic food production, however, has numerous difficulties since farmers lack the tools and expertise necessary to safeguard their crops. Due to customers' scepticism of organic food's claimed high quality and farmers' lack of direct contact to consumers, demand for organic food is increasing even as supply is decreasing due to consumers' preference for conventionally cultivated food. Because they are less accessible and don't know the growers, consumers are sceptical of the advantages of organic food. Additionally, the knowledge of the food's organic component is limited among the shops that sell it. This essay explores the factors that have contributed to a change in Indian consumers' perceptions of organic food as well as the options available to organic farmers to change their perception.