A growing interest in environmentally friendly goods and services has been expressed together with concerns for the risks, and broader environmental problems, associated with intensive agriculture. Today, organic production is a combination of new technology and traditional methods. Numerous consumers confronted with increasing environmental problems, food safety issues, and augmentative health problems increasingly desire to have healthier and more natural foods grown in an eco-friendly manner. The present study was conducted in Bengaluru urban & rural districts of Karnataka because Bengaluru is one of the major vegetable producing districts of south Karnataka. In recent years large numbers of farmers started practicing the organic cultivation of vegetables in the district. The study aims to investigate factors influencing towards adoption of organic farming, costs of cultivation involved in practicing organic & inorganic farming of selected vegetables viz., tomato, brinjal, cauliflower & cucumber, Consumers? willingness to pay (WTP) for organic vegetables and relevant factors affecting consumers WTP, different supply chains involved in organic & inorganic vegetables marketing & analysis of marketing efficiency, price spread, producer’s share in consumer’s rupee in each supply chain and constraints involved in production & marketing of organic & inorganic vegetables. For the study, 45 farmers each practicing organic and inorganic cultivation of cucumber spread over the district of Bengaluru rural were selected randomly. The data collected from respondents was analysed using budgeting technique and Cobb-Douglas Production Function analysis according to the objectives. The results indicated that costs of cultivation of organic vegetables is more compared to inorganic because of increasing costs of organic inputs in all selected vegetables. Resource use efficiency is higher in the case of organic vegetables than that of inorganic. Farmers are realizing high price premium for the organic vegetables and higher net returns. A positive response and willingness to pay for organic vegetables as increasing health conscious of consumers was observed in metropolitan city like Bengaluru. Hence, it is advisable for the farmers to switch over to organic farming which minimizes the environmental degradation and brings higher net returns.
Organic and Inorganic Vegetables, Consumers? willingness to pay, Cobb-Douglas
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