Vol. 5, Issue 2, Part C (2023)

The present study aims to analyse the attitude of consumers towards sustainable-produced oats in western Odisha. The study uses descriptive statistics and empirical statistics like logistic regression and ANOVA to make the analysis more robust. The study is based on primary data. We have collected 176 responses through a structured questionnaire in both online and offline modes. The study finds that factors like price, health benefits, and status symbols have an impact on the buying behaviour of consumers of sustainably produced oat products. The study also finds that the status symbol is a positive predictor, but price and health benefits are negative predictors of consumer behavior. So, it can be inferred that though people are aware of the health benefits of Oats products, such awareness is not converting to their buying behavior. Similarly, if the price is high, it will affect the buying of such products negatively. We also found that there is no such impact of income level and education level on buying behaviour, as we didn’t observe any significant difference among such groups.