A STUDY ON INFLUENCE OF SOCIAL MEDIA ON CONSUMER BEHAVIOUR TOWARDS ORGANIC PRODUCTS

Abstract

The rise of social media has transformed the landscape of consumer behavior, particularly in the important of organic products. This study investigates the impact of social media on consumers' attitudes, perceptions, and purchasing decisions regarding organic products. By analyzing data from surveys, focus groups, and social media analytics, this research aims to understand how social media platforms influence consumers' awareness and knowledge of organic products, shape their attitudes, and drive their purchasing behavior. The findings suggest that social media serves as a critical platform for disseminating information and educating consumers about the benefits of organic products. Influencer endorsements, user-generated content, and targeted advertisements significantly enhance consumer engagement and trust in organic brands. Moreover, social media facilitates community building and peer recommendations, further reinforcing positive attitudes towards organic products.

This study highlights the pivotal role of social media in shaping consumer behavior and offers valuable insights for marketers and organic product companies to strategize their social media campaigns effectively. Understanding these dynamics can help stakeholders foster more informed and sustainable consumer choices in the growing market for organic products.