Like or Unlike? Perceptions of MSEUF-CIHTM Students in Promoting Awareness About Organic Food Consumption in the Department

The consumption of organic food has gained significant traction in contemporary society due to escalating concerns surrounding health, environmental sustainability, and food quality. Despite its increasing popularity, a notable gap exists in comprehending the factors shaping consumer perceptions and behaviors toward organic food, particularly among college students. This study addresses this gap by investigating the perception of MSEUF-CIHTM students regarding the promotion of awareness about organic food consumption within their department. Employing a descriptive research design, quantitative data were collected and analyzed to explore the perceptions, attitudes, and behaviors of MSEUF-CIHTM students toward organic food consumption. A survey questionnaire was utilized, comprising sections to gather demographic information, assess perceptions towards organic food, identify underlying aspects influencing student choices, and ascertain factors influencing behavior in patronizing organic food. The study involved purposive sampling, targeting 100 students from the College of International Hospitality and Tourism Management (CIHTM) department at Manuel S. Enverga University Foundation (MSEUF). Results revealed strong agreement among students regarding the perceived benefits of organic food for health, environmental sustainability, and lifestyle choices. Factors such as family income, information availability, and food quality significantly influenced students’ organic food choices. The findings underscore the importance of promoting awareness about organic food consumption among college students, particularly within specific academic departments like MSEUF-CIHTM. By understanding students’ attitudes and behaviors towards organic food, this research provides valuable insights for developing effective strategies to promote sustainable food practices among future professionals in the hospitality and tourism industry. Additionally, the study contributes to the broader understanding of consumer behavior and sustainability, aligning with global efforts toward achieving the United Nations Sustainable Development Goals. This research not only aims to fill the existing gap in literature but also strives to inform academia, industry, and society about the potential implications of promoting organic food consumption awareness among college students. Through collaborative efforts and ethical considerations, this study seeks to advance knowledge in the fields of consumer behavior, sustainability, and food studies while fostering positive societal change toward more sustainable food practices.