Adoption of Organic Farming: Farmers' and Consumers' Perspective

In India, Green Revolution Technology, has led to many fold increase in food grains production but has resulted in to many grey areas such as soil degradation, water and environment pollution, decreasing soil fertility etc. It is proven that organic farming, an alternative fanning system, can cure these problems of inorganic farming. The study is an attempt to explore the organic farming practices in detail. The research is an extensive one covering the supply as well as the demand side of organic farming. On supply side, the research analyses the current agriculture practices of non-organic farmers of Anand and Gandhinagar district and checks their preparedness to adopt organic farming system. On demand side, the study examines the awareness and willingness of the customers of both the district to buy organic food as compared to normal food as per the extended theory of planned behaviour (TPB). The findings suggested that the consumers of both the districts were influenced by the subjective norms, perceived control behaviour, knowledge, health consciousness, environment consciousness and have positive intentions to buy organic food over normal food.