Cross tabulation analyses of the consumers show some interesting results. It is observed that social status has a significant bearing on the purchase of organic rice. Consumers from the high income group have a significant interest in buying organic rice even though the price is higher than for normal rice. Around 34% of the consumers belonging to the high income group were interested in buying organic rice, but due to unavailability they cannot do so. In addition, consumers from the middle income group are moderately interested in buying organic rice. Consumers from the low income group, on the other hand, are not interested at all in buying organic rice due to its high price. The results of the analyses are given in Tables 3 and 4. The interest of the consumers in buying organic rice may be linked with their awareness of the harmful effect of pesticides in the soil, human body and environment. It can be observed that 50% of the consumers, who were interested in buying organic rice, were also aware of these harmful effects of pesticides (Table 5).