Sudha Subbarao and Dr Nithya Priya, P (2024) Organic Product Buying Behaviour–Influences of Social Media. Organic Product Buying Behaviour–Influences of Social Media, 535. pp. 439-452. ISSN 2198-4182

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Abstract

n recent times, organic farmers have experienced a significant rise in demand in the domestic market. Social Media (SM) plays a significant role in promoting awareness and marketing organic products among diverse Indian consumer groups. To create awareness and influence consumers, marketers use social media (SM) as a very effective and trusted promotional tool. This empirical research aims to assess the online shopping preferences for organic food products among Coimbatore residents and the influence of SM promotions on their purchasing behavior. The article applies both exploratory and descriptive research methods, based on data collected from 220 organic food product buyers in Coimbatore city. At the end of the data assessment, it was found that 86.36% of consumers purchase organic food products online, with 50.53% buying these products for the past 1–5 years. The sample of consumers highly appreciated the availability of a variety of organic food products online, with 82% purchasing more vegetables through online retail sites. Additionally, 84.09% of the samples are well aware of Social Media Channels (SMC) promoting organic products, with Facebook and Instagram being popularly browsed by online organic product shoppers. Furthermore, consumers were found to be satisfied with the quality and fast delivery of products by online retailers.

Item Type: Article
Uncontrolled Keywords: Social media · Social media promotion · Organic products · Consumer buying behavior
Divisions: PSG College of Arts and Science > Department of Psychology
Depositing User: Dr. B Sivakumar
Date Deposited: 11 Dec 2025 05:56
Last Modified: 11 Dec 2025 05:56
URI: https://ir.psgcas.ac.in/id/eprint/2580

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